The strategy of digital publishing: the experience of publishing a multimedia periodical

The author analyzes the strategy of digital publishing in the context of the systemic crisis of conventional mass media and of transformation of the media consumption model. Digital publishing is examined as activity aimed at creating a multimedia advertizing product (mass media), published with certain periodicity as a digital product. The key elements of the digital publishing strategy are identified. The author focuses special attention on the factors preventing development of digital publishing and briefly characterizes the possible ways of solving the problem.