This paper describes the librarian as a media strategist rather than as a learning strategist only to distinguish him from the faculty member who conscientiously tries to develop effective student learning. Since the junior college usually offers a variety of occupational programs, transfer programs, developmental programs, and courses for specific community needs, and since it is devoted to student learning rather than to research and publication, the library must be prepared to support all the learning styles and techniques. It must supply not only books, but also other media of study available in the community and the materials the rest of the college staff requires to provide the feedback necessary for student motivation and success. It must supplement in every way the teacher and classroom environment. The librarian must begin to apply the modern concept of "cost effectiveness" to determine what learning for which students can be best facilitated by a specific medium. A comparison of media will show which one produces the most learning per dollar. (HH)