Abstract: Modern society is characterized by active transformations in the field of gender relations, which is reflected in various social institutions, including the media. The object of the study is the influence of business media on public opinion and perception of gender issues. Subject of the study: value guidelines in articles on gender issues. In this context, the question of how the business media of St. Petersburg influence the public understanding of gender relations in the context of key legal values, such as equality and justice, is of particular relevance. Objective of the study: using a comprehensive content analysis, including qualitative and quantitative research, to determine the place of articles on gender issues in the materials of the regional business journal "Delovoy Peterburg". Using the content analysis method, a qualitative study was conducted and primary data on the representation of women in the regional business publication in 2023-2024 were presented. The results obtained indicate that gender issues are gradually entering the information agenda; we can talk about the phenomenon of editorial gender policy. Content analysis of publications of the business publication Delovoy Peterburg showed that the number of articles written by women and men is balanced. However, analysis of expert opinions presented in the publications showed a significant preponderance of comments by men over women (72 versus 22). This “imbalance” of expert opinions can contribute to the preservation of gender stereotypes and limitation of career opportunities for women. Analysis of article headlines on gender topics revealed the presence of certain gender stereotypes and emphasis on gender inequality, which hinders the formation of a culture of gender literacy. In the future, attention to the topic of gender equality on the part of business media has the potential to transform gender stereotypes.