ИСТИНА

Digitalization, decline in print media revenues, combined with the desire of representatives of local authorities to directly inform citizens through official websites and pages on social networks, raise questions about the future of Russian local print media. Researchers of the Faculty of Journalism of Lomonosov Moscow State University conducted a survey of editors and journalists of local media (29 media from 22 regions of Russia), based on a SWOT analysis, which made it possible to identify the strengths and weaknesses of local media, external opportunities and threats. Speaking about the threats, the greatest concern is the dependence on the founders (local authorities). The close relationship with the audience was named as a strength of local media - journalists live in the same conditions as readers, know the problems firsthand, understand the peculiarities of relations within the community and enjoy the trust of citizens, which allows them to jointly solve social problems. Based on the results of the pilot survey, as well as on the basis of previous research initiatives, it can be argued that the object of interest of scientists and responsible officials should be a multifaceted journalistic activity, which includes not only the release of print media, but also work in social networks, on the website, organization of social projects. The key performance indicators of local media editorial offices should not be the citation of local officials, but the involvement of the audience, the interest of local residents in the work of journalists, the level of trust in journalists and, as a result, increasing the effectiveness of interaction between government officials and citizens, as well as improving the practices of civil dialogue and development of civic competences of citizens