Abstract: Some large media companies, faced with the crisis associated with the emergence of the Internet, gradually came to the idea of extending the media brand. They sought to create revenue models that would go beyond charging for content and selling audiences to advertisers. Their goal was to use the value of the media brand, expanding it to new products and services. The purpose of this paper is to study how media companies use brand equity with positive, strong and unique associations to facilitate the launch of new, non-traditional media products or services. The subject of the study is the influence of the media brand on the commercial viability of media activities in the context of digitalization. The object of the study is the problem of expanding the media brand. The article examines the experience of foreign and Russian companies in the field of horizontal (media) and vertical (non-media) expansion of the media brand. The study for the first time focuses on the experience of the media holding "Komsomolskaya Pravda", which took initiatives aimed at developing other sources of income to expand the boundaries of the business. Using the method of in-depth interviews conducted with an employee of the online sales service of a media holding in 2019 and 2025, the author studied the long process of creating a full-fledged book publishing house based on the Komsomolskaya Pravda media holding. The experience of this media outlet can be used in the practical activities of editorial offices of Russian media companies. The author came to the conclusion that in the 21st century, media companies began to actively use brand equity with positive associations to facilitate the launch of goods or services on the market. The sale of non-news products is more complex and is only advisable for strong brands with a strong image. It can have a great influence on the attitude towards the additional product, since consumers rely on their impression of the original brand. Strong media brands are positioned in people's minds even when they do not consume them. Media companies are in a unique position in creating and expanding their brand equity. The fact that they own and control communication tools that reach a huge number of consumers every day is a huge asset.

Abstract: With the rise of social media, content marketing has become one of the essential tools for achieving success in online marketing campaigns. Successfully promoting an organization through the free distribution of useful content that meets user needs builds trust in the brand and increases its expertise. Business promotion using Mass Media began in 1924. At that time, the American company Sears launched its own radio program aimed at farmers. In the 21st century, the media began to actively use content marketing tools to attract audiences to their Internet resources and thus increase awareness of their own brands.
This article examines content marketing as a tool for promoting a media company in the digital environment. The author analyzes the content of the media with valuable (often at the everyday level) information for the consumer, which is good to share on social networks (stories - useful household tips; online tests; posts on social networks of media companies with images of animals, natural phenomena) etc.
Today, ideas about the functions of the media in society have transformed. The audience began to be viewed not as a passive recipient, but as a communication partner.
The author comes to the conclusion that in the condition of traditional media crisis in the Internet space, traditional methods of creating media products and marketing technologies begin to interact harmoniously.
Gamification in the context of media practice significantly influences the way journalistic content is presented and how it is perceived. A variety of Mass Media actively use entertaining, “light” content, focusing on attracting a larger number of users, due to which the quality of published information often suffers.
Content marketing is also actively used by healthcare companies to convey their strengths, missions, and values.

Abstract: The regional press plays an important role in the formation of the urban media space. The article examines the adaptation features of the Russian regional press to the changing the digital environment conditions. Despite the slight increase in circulation and audience of print media, the Russian regional press continues to experience a number of difficulties associated with a lack of funding, influence from government agencies, the implementation of government tasks, an aging audience, and publication of news in printed editions with a long delay. Publications are trying to adapt to changing conditions, looking for new ways not only to earn money, but also to attract an audience. Some sites are either a copy of the printed edition or are updated quite rarely. Nevertheless, digitalization does not mean the death of the Russian regional press. The study was based on interviews conducted by the authors in 2021-2023 with the heads of Russian regional newspapers. The authors also conducted a content analysis of materials posted on newspaper websites.
The article is the first to examine successful cases of regional press.
To attract the widest possible number of subscribers and, in general, active consumers of information products, the content of regional media must be exclusive, prompt, reliable, dialogic (providing different points of view), and multimedia.
Unfortunately, Internet resources of Russian regional print media do not always meet these criteria.
Digitalization does not mean death for traditional media; it is rather a new opportunity to conquer new “territories”, attract audiences, and implement new tasks.
However, the development of local publications is hampered by the policies of government agencies that put pressure on editorial offices. Officials do not understand the specifics of journalistic work.
Only a few regional publications manage to cope with existing problems, find sources of funding and attract new audiences.

Abstract: In the context of the development of the information and ideological war between Russia and the West, the role of the media in the formation of cultural values is increasing. It is directly related to ensuring national security. One of the most important problems of our time is related to the fact that culture in the media has ceased to be a powerful tool for shaping the value system of society.
The article analyzes stories published during the period from December 2022 to May 2023 in the thirteen most cited Russiabn media (Rbc.ru, Russian.rt.com, Gazeta.ru, Lenta.ru, 360tv.ru, Kp.ru, Tsargrad.tv, iz.ru, Life.ru, Mk.ru, Aif .ru, Fontanka.ru, Mosregtoday.ru).
Approximately 2,000 stories related to the topic of "culture" in these media were analyzed. The stories were analyzed for compliance with the culture-forming function, which consists in promoting and disseminating high cultural values in society, educating the masses on samples of global culture, contributing to the comprehensive humanistic development of man.
The authors come to the conclusion that 1) samples of high, elite culture rarely come to the attention of the media. In stories on cultural topics, gossip, rumors, events from the life of show business stars are replicated. 2) On some media sites, there is no “culture” section at all. In the field of view of the reader who goes to the websites, cultural news rarely falls. 3) The same names appear in the news about culture, famous personalities from the world of show business predominate, and there is not a word about new, young, talented artists. 4) Culture on media sites covers large-scale events, Hollywood premieres, but news about regional festivals, the achievements of creative individuals, and folk crafts rarely get into the headings. 5) Culture on media sites is being replaced by entertainment.

Abstract: The subject of the study is the business information market in the context of the development of Telegram channels. The relevance of the work is due to the increased competition in the information market between journalists of classical business publications and the authors of Telegram channels of business orientation. Telegram channels of business topics are developing most actively. This is especially acute in the business environment.
The object of research is content created by journalists of classic daily business newspapers (RBC, Vedomosti and Kommersant) and authors of Telegram channels who write on business–related topics. We studied it to find out how the business information market is being transformed in Russia. The problem associated with the fact that traditional media are losing their importance as translators of socially significant information and expert opinion is being heard more and more often. For the first time, we consider it on the example of the competition of daily business media and Telegram channels.
Using the random sampling method, we reviewed materials published from October 30 to November 5, 2021 in seven Telegram channels, with an audience of 5 to 86 thousand subscribers. We considered the channels that write about the real estate market ("Real estate insiders", "Reinforced concrete batch", "Kompromat GROUP", "Domostroy", "Novostroyman. Moscow. Real estate", "Real Estate", "Moskvastroy").
For the period from 2021 to 2022, three authors of anonymous Telegram channels were interviewed ("Reinforced Concrete batch", "Real Estate insiders" and "Novostroyman. Moscow. Real estate"). In October-November 2021, expert interviews were conducted with representatives of the press services of five Russian companies (Colliers, Stone Hedge, Knight Frank, Accent Capital, Dom.RF).
The authors come to the conclusion that the press services of companies treat Telegram channels as full-fledged players in the business information market: they send them comments and press releases. The problem of regulating the content published in Telegram channels remains open.

Abstract: Many periodicals are today in constant search of means for existence. Even the federal press faces a number of problems that lead to stagnation. Things are even worse in the provinces. The object of the study is the features of the financial and personnel policy of regional media. The authors consider this topic on the example of the oldest newspaper in the south of the Moscow region – Serpukhov News.
The authors come to the conclusion that the Government of the Moscow Region and the Main Directorate for Information Policy fully determine both the financial and personnel policies of all municipal newspapers in the region. The media are directly dependent on the decisions of the regional leadership. Anyone who disagrees with this policy is easily dismissed on their own.
  Having studied the resolutions of the Government of the Moscow region concerning the activities of the Moscow municipal mass media, as well as analyzing the orders of the Main Directorate for Information Policy of the Moscow region, the authors come to the conclusion that the lack of funding complicates the development of suburban newspapers. A small number of employees have difficulty fulfilling the required volume of publications for the newspaper and its website. The quality of materials suffers greatly.
Employees of municipal newspapers, including Serpukhov News, receive a fairly low salary – below the average in the city. This reduces the loyalty of the editorial staff and affects the quality of texts.

Abstract: With the emergence and development of various types and types of mass media, their business models, which were formed in the first half of the XX century, were transformed. However, media convergence has become a process that has led to changes taking place not only at all stages – from creation to distribution of content, but also to the search for new ways to finance the media business.
The subject of the study is the transformation of media business models in the context of the convergence process. The object of the research is innovative ways of financing print media in the context of media convergence. The author analyzes the following new ways of financing print media: 1. creation of online stores on websites (sale of various goods on the publication's website or on a specially created Internet resource). 2. transition to data journalism (sale of the received data to other mass media and (or) other organizations; sale of data visualization services). 3. Introduction of automated technologies (using artificial intelligence to create content) as a way to reduce costs. 4. Allocation of editorial office space for rent (for example, for organizing forums, conferences).

For the first time, the author comprehensively examines these new ways of financing print media. The phenomenon associated with the development of online stores on Russian media sites is described on the basis of data obtained during in-depth interviews of the author with employees of the Komsomolskaya Pravda Publishing House, Moskovsky Komsomolets Publishing House.
The article concludes that these methods of monetization of the media business in the conditions of convergence can only be considered as additional (often very small) sources of financing. It should also be borne in mind that the experience of individual mass media cannot always be successfully used in other editorial offices.

Abstract: The term data journalism appeared in 2005, however, a single definition of the term "data journalism" has not yet appeared in the scientific community, researchers give different interpretations. This is largely due to the fact that there are discrepancies in understanding the essence of the phenomenon: whether it is a new direction of journalism development or a new genre, format of providing information. As part of the preparation of this article, E.A. Baranova conducted expert interviews with Konstantin Poleskov, the editor of SAĬta novayagazeta.ru , Roman Anin, editor of the investigation department of "Novoi Gazeta", Tina Berezhnaya, Advisor to the General Director for Information Technology of the TV channel "Russia Today", Alexey Smagin, a graduate of the Department of Data Journalism of the Higher School of Economics, an active specialist working at Novaya Gazeta. The experts were asked questions concerning the prerequisites for the emergence of data journalism, the forms of providing materials in data journalism, the development of new competencies among media workers, ethical problems that may be associated with the development of data journalism.
The subject of the research is data journalism as a new direction of journalism development. The object of research is the forms of submission of materials in data journalism. The authors studied the data materials published on the websites of Russian and foreign media on the Yandex platform. The article highlights five forms of content submission in data journalism: analytical article; picture; flashcards; longrid; interactive multimedia project. The authors of the article come to the conclusion that data journalism today gives a new development to traditional journalistic genres - analytical article, investigation, news genres. The development of data journalism is associated with the emergence of ethical issues. To date, there are practically no specialists in data journalism in Russia, in order to develop this direction, it is necessary to reform educational programs in journalism.