The article analyzes the factors of influence of the network information environment on traditional media and examines the ways they adapt themselves to new conditions. Exploring the processes, the author identifies new conceptual approaches to the media. The activity of publishing house «Altapress» is rearranged in accordance with the new reality where social networks are dominated in mass communications. Participation, involvement and interaction are the new basis of communication on which business activity relies. It is necessary to integrate new media functionality and to use the network environment features and facilities. However, the central problem is to maintain the high quality of content as a result of journalist’s work. Publishing house «Altapress» business activity is built on principles of media house — the factory of content, or converged media group. It combines various wellknown to local audience brands and generates unique content which is distributed in various forms through all kinds of media. Media house takes in its sphere of influence all customers with little use of traditional media. Joint editorial of media house produces its work for four different platforms: a newspaper of general content, a business edition, radio broadcasts and a website. A new project of citizen journalism «You Are a Reporter» is ready to be launched, and the service of providing feedbacks for website publications has been constantly improved for the last years. Media house supports several communities in popular social networks like Twitter, Facebook and VKontakte.