The author analyzes specific experience of the really existing media holding Publishing House Altapress (Barnaul) and its independent publications in particular. In order to meet the changing needs of the audience the holding#s publications actively implement multimedia technologies. The article contains description of practical methods of working in the new modern way including planning, launch of modern operational processes and attempts to formulate criteria for achieving the set goals; the author introduces the method of describing the quality of content with the help of digitized data.

Key words: mass media, crisis management, change management, convergence, editorial policy documents.