Adaptation of print media in the process of changing the model of mass communication

This article discusses some conceptual approaches to correction of developmental strategies in newspapers of general content with the new structure of media consumption and the changing nature of mass communications. Based on content analysis of international and domestic practice of the transformation of print media, the author concludes that the overall trend is not expressed in the degradation of the printing press, as claimed by some researchers, but in rapid adaptation to the new communications environment. Active use of multi-platform solutions, the interaction with social media, the development of new forms of content delivery, innovations in the organization of work in combination with the development of printed versions of the media allow the editors to expand the audience and generate new revenue streams. Issues of quality improvement and uniqueness of the content made by editorial boards (when journalism as a creative method of knowledge and illumination of social practices, comes to the fore) play the most important role in changing the print versions of the media. The article presents the results of an experiment on reposition of «Swobodnyi Kurs», the newspaper of general content.