On the formation of an effective business model in the media market

This article discusses the main provisions of a scientific study on the formation of a functioning model of a business model of a local media holding. External environmental factors and development trends of the media industry determine new approaches to resource and inventory management in the context of digital business transformation. Businesses that depend on dual markets must have a new platform for their development. The results of the study are expressed in the development of the theory and practice of managing media holdings in the local and national services market, as well as in improving the methodological basis for assessing the effectiveness of the functioning of a media holding taking into account the influence of external factors, namely market fragmentation and the density of the competitive environment, including: 1. Analyzed and generalized methodological approaches and tools for the formation of an effective business model for the functioning of a local media holding. 2. Criteria and performance indicators of the media holding activity in the regional markets of media services are determined. The results of the study can be included in educational courses in educational institutions of higher professional education of an economic profile. The author’s recommendations have been introduced into the activities of the Kuzbass Media Group.