Mass media 3.0. Rules of the game

The paper deals with a review of factors leading to changes in the structure of the mass media industry in the format of the content provided by mass media. The focus is on the changed conditions of mass media as a social phenomenon and on new expectations of the audience in the processes of perceiving the mass media product. The author discusses the «cursed problems» of the mass media market, which the leaders of all kinds of periodicals are trying to resolve; the business strategies of the mass media industry are considered, which analysts define as the most perspective ones.