The article analyzes cultural theory-oriented, administrative and marketing decisions of the administration of A. S. Popov Central Museum of Communications concerning the choice of strategies and attainment of efficiency of creating and promoting a new program of museum sessions «Philately for everybody» from the point of view of interest of potential trainees and commercial sustainability for the museum under the modern conditions of market economy. A new program is positioned, as a cultural cognitive product with a certain set of «useful aspects» for the trainees, in which the accents are placed at significance, accessibility, museological intensity and prestige. One of the main goals of the program is an intention to introduce the philately to museum activities of different museums, since many museums house philatelic collections among other exhibits, but not many museums have found an adequate «language» for harmonious integration of these museum objects into a permanent exhibition and correct transfer of information perceived by the visitors of different age.