The article offers a praxeological interpretation of media practices as purposeful actions undertaken under scarcity of time and attention. It aims to explain why some audiences choose slow media despite higher time and monetary costs, and to systematise differences in ends, constraints and criteria of effectiveness between slow and fast media. The method is deductive and analytical: drawing on the action axiom and concepts of time preference and opportunity cost, it treats media as a market of offerings competing for attention. The analysis compares the logic of fast media (novelty, speed and intensification of stimuli) with that of slow media (selection, attentiveness and the quality of experience); market examples (including vinyl records and analogue photography) serve an illustrative role. The results indicate that a slower, more expensive option can be a rational means of achieving a qualitative end, whereas fast media generate sustained pressure to escalate stimuli and raise the opportunity cost of allocating attention. The conclusion is that slow media can persist as a stable market niche, without recourse to normative judgements, as a response to heterogeneous preferences.