Creative-routine dialectics: principles of modernization of editorial strategy

Mediacompany Altapress (Barnaul) has actively been transforming its working processes by implementing multimedia technologies in its publications to meet the changing needs of their audiences. Results obtained by the company (including financial effect) demonstrate possibilities of reducing negative effect of the current crisis and show the ways of obtaining synergy effect from convergence of editorial processes. In the present article the author makes an attempt to trace prerequisites for starting modernization of editorial strategy as well as reveals its principles and interrelation of elements of editorial working processes.