The very notion of media has changed and adapted rapidly throughout history. From the advent of word of mouth to today’s fast communication via the internet links the word medium, lat. Medium will always be a means of conveying messages, news, notifications, images and in the more modern times, videos and big data. The speed of information flow has become so important today that internet portals are constantly looking for new and faster ways to deliver messages, news or content to their users and target audiences. The content creates the user's opinion and encourages him/her to be part of the same content, to recommend it further to his/her circle of people and to comment on it with like-minded people. In this paper, it is researched how the Croatian lifestyle and entertaining internet portals have set a strategy for delivering the content to their users, for the reason of launching the author's own internet website. A detailed analysis of the publication on social networks and the web of selected internet websites was performed. The goal of this research is to draw conclusions about the content and messages of lifestyle and entertainment portals in Croatia, so that recommendations for starting one’s own internet website can be given.