Evaluation of the effectiveness of a regional media holding on the example of “Don-Media”

Regional media holdings play an important role in the Russian information space. The study of their structure, functioning, financial model, content strategies, interaction with the audience and other aspects of their activities is necessary to understand the modern media landscape and information policy in the regions of our country. The purpose of this study is to identify the strengths and weaknesses of the “Don-Media” regional media holding. To achieve this goal, the authors reviewed the history of SWOT analysis, considered the technology of its implementation, characterized the specific features of the work of the regional media holding “Don-Media”, conducted a SWOT analysis of the holding and identified the prospects for its development. The paper presents an algorithm for SWOT analysis, which broadly includes a detailed description of the basic characteristics of the organization and an analysis of the company’s external environment. In the course of research, it was revealed that this algorithm has a number of advantages and disadvantages. The former ones include simplicity, speed of implementation, low labor intensity and lack of financial costs, while the latter include the subjectivity of conclusions depending on the competence of a particular researcher and the descriptive nature of the method. As part of this study, a SWOT analysis of the “Don-Media” media company was conducted: the strengths and weaknesses of the holding’s work have been identified, its internal environment, external opportunities and existing threats have been studied. The data obtained during the study was transferred to the SWOT matrix and data on the company’s performance was obtained. The authors also provided a comprehensive assessment of opportunities and threats, taking into account the strengths and weaknesses of the organization. At the final stage of the study, the prospects for the development of the media holding are outlined, which are narrowed down to expanding and improving the company’s media platforms.