Contemporary media practice is confronted with challenges and new phenomena that redefine media social role and way it is perceived and interpreted by users today. Socially responsible journalism records continuous decline in reach and financial selfsustainability, thereby in importance as well. Hence it is necessary, in line with social conscience and journalist’s ethics, to refine financially more sustainable and stable lifestyle journalism with introduction of socially responsible content connected with sustainable development. However, at the same time there is a perception problem of the lifestyle journalism as a relevant media that covers topics related to sustainable development. In this research it will be analysed and identified important elements which define perception of lifestyle media in field of socially responsible topics. Research results will be basis upon the model of lifestyle media perception improvement in context of sustainable development would be offered. Lifestyle journalism research papers are missing in Croatian public and academic discourse. Hence, main goal of this paper was to conduct and present overall research about lifestyle journalism in Croatia, in order to describe recent content framework in current lifestyle weekly and monthly magazines and later to come to the conclusion about possible areas for enhancement and improvement. Very extensive research has been conducted about lifestyle journalism, until now not sufficiently explored type of journalism in media, especially in Croatia. Research has contributed to defining the research methodology for lifestyle journalism and its specific media public. It has also offered new model of concept improvement for editorial structure and newsroom of lifestyle media, hence its perception as an important factor in communication of sustainable development topics. It has confirmed that editorial policy concept of lifestyle media would be enhanced by introducing sustainable development topics, thereby also increase overall readers’ interest for respective media. Research has given genuine scientific results that could contribute to better perception of topics connected to sustainable development of society as key determinants for democratic development of society. IX Scientific contribution of this research had been achieved on theoretical and empirical level. In this research candidate has given scientific contribution in accordance to internationally accepted research standards and accomplished the goal set.