Printed magazine as a regional local brand: positioning factors and cultural context of perception

In the context of digital transformation and changes in media consumption, there is a growing interest in new types of printed publications, especially in small and medium-sized cities. Unlike the classic model of glossy publications with an emphasis on mass culture, new local magazines are reoriented towards the cultural agenda and regional identity. This article examines the transformation of the printed magazine format in the local media space and its understanding as a brand with cultural and social value. The analysis reveals the key characteristics of new types of printed magazines and the factors of their positioning as a local cultural brand. A conclusion is made about the socio-cultural significance and sustainable potential of this format in the context of rethinking the media role and returning to local meanings.