Cos-7 is a transformed monkey kidney cell line with fibroblast morphology that is cultured in DMEM. This medium is very common in most fibroblast lines, so I think it is the best choice for your cultures.
For primary cultures I have a good experience with the combination of DMEM medium with Ham F12 medium (50:50) and 20% FCS. If you do not have the F12 you can replace it by Medium 199 (also 50:50). With this combination grow well most of cells that do not have special needs for growth factors.