define media url in base settings
upgrade django version in base requirements to 1.6.3
move target selection from manage.py to own utils file in common module
add target selection to wsgi script (close #2)
sort imports in wsgi script
add serving of media files during debug mode (close #4)
sort imports in urls.py
remove admin autodiscover from urls.py
replace version number in docs links

should be dev instead of 1.7 at the moment but with the stable release
they should work finally
replace django requirement with current django1.7 beta release
upgrade django version in requirements to 1.7b2