TRANSFORMATION OF PRINT MEDIA IN THE DIGITAL AGE

This article presents the genesis of print media during the period of digital transformation. It includes an empirical study of the print press market in the Russian Federation and outlines the results of scenario-based forecasting for the development prospects of Russian media. The study showed that print media in Russia has shifted from a paper-centric model to a hybrid system: online channels handle the quick delivery of news, while the print version upholds the brand’s reputation and caters to a narrow but loyal audience. A retrospective analysis revealed that each wave of technological innovations–broadband internet, mobile apps, social media, algorithmic recommendations–successively diminished the informational value of daily print runs and accelerated the audience’s transition to digital formats.