MASS WORK WITH AUDIENCE AS A FACTOR OF SUSTAINABLE DEVELOPMENT OF THE MODERN REGIONAL PRESS (ON THE EXAMPLE OF THE MUNICIPAL PRESS OF THE PERM REGION)

Abstract

The problem of mass work with the audience is at the center of most discussions about the state of the modern domestic municipal press. In conditions of global media convergence and multimedia journalism, the instability of the general economic situation in Russia, it acquires paramount importance. Strength of contacts with the target audience, preservation and increase in the circulation of the municipal edition become one of the essential factors of its sustainable development. The modern domestic regional press is looking for new directions and forms of work with a mass audience. Among them is the development of digital information technologies in the sphere of mass communications, social design and editorial activity on investing in the social sphere of the territory, which is covered by the municipal media. An example of the activities of the Perm region's municipal press in working with a mass audience is that: strengthening contacts with a wide audience through the use of innovations contributes to maintaining a small press of the positions of an authoritative social institution and a sustainable business enterprise.