If you are a keen follower of recent blogs, industry articles, commentary and editorials chances are you have read about the creeping disease of media subjectivity. It is a disease born out of ignorance and bias in media choices and the amount of money invested into a particular medium. Industry figures show that 80 % of media buying decisions are made by advertisers. That means the client. The question doing the rounds now is how can it be that millions of dollars of media funds are wasted every year through media subjectivity. The answer lies in a generally inexperienced group of decision makers who have too much power and not enough scrutiny. The key to breaking this cycle of the media subjectivity disease rests in the discipline doing a thorough evaluation of all media options, cost efficiency and media compatibility prior to making decisions and pushing the go button. Your media budget is not an expense item , it is an investment in maximising eyeballs and ears to help customers make an informed choice about your company brand or service. Don't let media subjectivity put you into an illness that is terminal. Media Futures presents these articles from time to time in the interests of better media practices. If your media policy, media strategy, media policy and media buying might be suffering from media subjectivity, seek out a qualified independent media professional to advise you on how to maximise your ROI.