In an effort to plan a more useful media course for advertising majors at Marquette University, Milwaukee, Wisconsin, a survey was conducted, along with a series of informal interviews, of media directors with large and small advertising firms. The five participating directors completed broad questionnaires on which they rated on a five-point scale descriptions of topics and exercises that had been used in a previous media course, and topics and exercises that were being considered for use. Results suggested that there was a broad consensus as to the importance of several items, including knowledge of basic terms of advertising; familiarity with computers, word processing programs, and spread sheet programs; knowledge of inter-media comparisons; and understanding of the way marketing strategy and creative strategy affect media planning. Similarly, most agreed that understanding agency compensation and psychographic comparison of vehicles was not particularly important. Small firms and large firms disagreed on the importance of knowing the specifics of CDI's and BDI's, and the least definite set of answers came from the question on direct marketing. When asked whether anything else was important for advertising students to learn, all five directors agreed that good writing skills are extremely important, and some suggested that an understanding of statistics and negotiation tactics is helpful. (JC)