123 MARKETING IN CATHOLIC MEDIA Terézia Rončáková Introduction The question whether Catholic media fulfill their role in the so- ciety and the way they use media communication channels to spread religious messages raises another question, which is of no lesser impor- tance – the problem of marketing. For the purpose hereof, by market- ing we mean anything directed to increasing the demand for a given product with respect to both the media’s advertisers and the audience. The situation in Slovakia in the field of marketing in Catholic media is of special importance due to a kind of general feeling that marketing in those media is of poor quality, insufficient, unmanaged, disregarded or neglected. The question of whether this is a prejudice or the reality is yet to be examined herein. As we examine this question in more detail, we will reflect upon the following seven areas of concern: advertising, self-promotion, mar- keting department staffing, attitudes of concerned stakeholders, ap- proach to the gathering and evaluation of feedback, subsidies of media obtained from managing entities, and distribution of media product.