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УДК 659.3:004.77:316.774

DOI: https://doi.org/10.36887/2415-8453-2026-1-12

Fayvishenko Diana,
Doctor of Science (Economic), Professor, Head of the Department of Journalism and Advertising
State University of Trade and Economics,
https://orcid.org/ 0000-0001-7880-9801
Vins Valerii,
Master's degree student Faculty of Trade and Marketing
State University of Trade and Economics,
https://orcid.org/0009-0002-2380-8283
Tymoshenko Daria,
Master's degree student, Faculty of Trade and Marketing
State University of Trade and Economics,
https://orcid.org/0009-0006-9566-7255

JEL classification: L82, M37, Z13, O33

Published: 25.02.2026

The article examines the transformation of mass media and news organizations in the context of adaptation to the multi-channel information distribution environment that defines modern communications. The study summarizes the results of international analytical reports and scientific studies on global trends in news consumption, audience fragmentation, and media organizations’ strategic responses to these changes. The empirical basis comprises data from the Reuters Institute Digital News Report 2025, regional studies, and academic intelligence. The results obtained show that traditional media are facing several serious challenges, particularly a decline in trust, an increase in news avoidance, and an increase in dependence on digital platforms. At the same time, online platforms dominate the news consumption landscape, accounting for about 70% of weekly audience coverage. Despite this, traditional media retain significant advantages in terms of perceived reliability, accuracy, and professional standards of journalism. Based on the analysis, practical recommendations for media organizations on effective audience fragmentation management are proposed. In particular, the feasibility of implementing integrated multi-channel strategies, using data-driven approaches to content personalization, developing analytical tools to study audience behavior, and increasing the emphasis on quality journalism that combines social relevance with audience engagement and adherence to ethical standards is substantiated. Contemporary media that integrate technology, multichannel strategies, and ethical journalism standards not only survive in challenging conditions but also strengthen public trust, support democratic discourse, and effectively engage audiences in the digital age.

Keywords: media adaptation, multi-channel distribution, audience fragmentation, news consumption, digital transformation, media trust, platform strategy.

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Quote article, APA style

Fayvishenko D. , Vins V. , Tymoshenko D. Adaptation of modern mass media and news media to a multichannel information distribution environment. Ukrainian Journal of Applied Economics and Technology. 2026. №1. 70-73 pp. https://doi.org/10.36887/2415-8453-2026-1-12

Quote article, MLA style

Fayvishenko D. , Vins V. , Tymoshenko D. Adaptation of modern mass media and news media to a multichannel information distribution environment. Ukrainian Journal of Applied Economics and Technology. https://doi.org/10.36887/2415-8453-2026-1-12