Depending on how sensitive your cells are, and what concentration you wish to assay, I would recommend you make a stock solution of the compound in DMSO and then dilute in medium. Most cells are insenstitive to dmso up to about 0.5%. If you are going to test high concentrations of compound, eg millimolar range, this can be an issue. But if you are assaying in the sub-100 micromolar region, a 20 mM stock of compound in dmso will get you a long way. Just remember to compensate for dmso in your controls aswell!
@ Lars: I don't think that it will work to dissolve BCH in DMSO as I checked several suppliers - and each supplier only writes to dissolve in NH4OH. Not every compound is soluble in each and every diluens we would like to have.
I would contact the supplier and ask them if you have a chance to dissolve BCH in DMSO, and if not - dissolve it NH4OH to obtain a high stock concentration and make a a further dilution with media as I can not imagine that a 1:100.000 dilution of NH4OH will really affect cells too much.
I have dissolved BCH in Aqua bidest, 7mg/500µl (= 90,2062mM). The substance was solved quickly after short vortexing and sonification. For the use in cell culture I have filtrated it with a 0,22µm filter.