In this limited study, two areas were of primary concern: the media coordinator's responsibilities and the media coordinator's personality traits. School superintendents and media coordinators were asked to rank the importance of eleven media responsibilities. They were also asked to rank the types of personality traits a media coordinator should have. Both groups saw curriculum integration, inservice training, and selection responsibilities as more important than district level coordination, production, research and development, distribution, community resource, maintenance or student audiovisual squad. Both groups believed that a media coordinator should be high in benevolence, in the middle as to leadership, and low in independence. One area of disagreement was the extent to which a media coordinator can and should also serve as a library consultant. A second area of confusion was the nature of the relationship between the media coordinator and the superintendent and others in the school district. (JY)