Media content first before tool
Print and non-print materials can change learner behavior
No one tool is better than another
Tools should complement instructional materials
Choice of media should be consistent with instructional material
Instructional material should reinforce not substitute educator's teaching efforts
Media should match available financial resources
Should be appropriate for physical considerations and learning environment
Complement sensory abilities, developmental stages, educational level of the intended audience
Message must be accurate, valid, authoritative, up to date, state of art, appropriate, unbiased, and free of any unintended messages
Media should contribute meaningfully to the learning situation by adding diversity and additional information