The purpose of this semiotic approach is to improve the media plan when placing an advertising campaign. It derives from the most recent research in linguistics, that of pragmatics and the theory of enunciation, and is based on an analysis of the enunciative contract of each of the media vehicles and the campaign to be placed. This is of course an additional approach and is not intended to replace those commonly used in media planning. It proves to be particularly useful when certain media offer equivalent performances in terms of coverage, frequency, and balance. The example of the medical press, for which the usual, traditional criteria have proven insufficient, demonstrates how this new approach enables a rational choice to be made based on the compatibility or incompatibility of the enunciative contract. The medical press is used as a model for the approach and provides a preliminary field of investigation. This new approach can be applied to other types of media vehicles and surely to other media.