A Specific of Promotion of Electronic Media Content on the Internet

This work is dedicated to scientific research in the field and particular specifics of mass media content promotion in the Internet. Topic relevance is subjected to the constant Internet communication evolving and contioniuos mediconsumption. Subject of inquiry is represented by 1-2 special projects cases of two Internet mass media companies: news and analysis websites "Mir 24" and "Kommersant.ru". The main aim of this paper is to indentify special aspects of Internet mass media content promotion. The following tasks were completed to achieve stated goal: 1) Describe forms of communication between mass media and audience in web and pre-web era. 2) Decompose content production aspects for various platforms. 3) Analyze content management peculiarities in digital environment. 4) Outline and categorize core methods and instruments of mass media content management in digital environment throught the example of 2 cases. 5) Compare derived promotion methods and instruments. Through the execution of stated tasks it appeared, that marketing individualization is a consistent evolutional step of classic marketing in digital environment. Continious Internet infromation growth, individulized mediaconsumption require separate marketing strategy for every content type. Adding to this, particular aspects of evolutional marketing individualization process were derived. Core marketing instruments and methods have not changed. The only difference is that network environment allows all proccesses to be more individual. It is similar to the Internet development: new ways of communication did not appear, but all existent ones were integrated into the Web.