In the face of fierce competition from online publications, traditional media more than ever should clearly represent the interests of their readers, have a picture of relevance before their eyes in order to understand through which topics it is possible to most effectively influence and socialize a person. Thus, it becomes obvious that access to recipients must be relevant to their values and worldview. In order to ensure a reliable contact and guarantee feedback, journalists must work in the sphere of being and use concepts that are interesting to the audience. In this sense, from the point of view of new opportunities for the development of traditional print media, it seems necessary to study amateur creativity in social networks. Today, the Internet is an effective and most massive way to transfer information. Moreover, the network space has become a certain genre-forming substance that has generated new media forms, first of all, blogs. Convergence is among the key words that are, like the Internet, almost indispensable in modern discussions about the future of the media. This concept has become synonymous with the main transformations in the media space. The central place of convergence in modern discussions about the transformations of the information and communication sphere is explained by its polysemy and multidimensional interpretation. Convergence is a process that in the coming decade can completely change not only the media and communications system, but also various related industries. The concept closest to convergence is merging. In different cases, we speak about different processes, but this very concept conveys their essence in the most accurate way. As the practice of recent years has shown, traditional methods of feedback from readers (readers' letters, telephone calls to the editor, meetings with readers) are certainly useful, but not sufficient due to their low efficiency. Losing feedback from the audience, the press loses its prestige in society. Thus, it becomes obvious that the media need new approaches to accelerate development. Let us call these approaches stimulating and attribute the active use of blogs for more effective communication with the audience to them. Facebook CEO Mark Zuckerberg published a manifesto (2017), in which he stated that the most important task of his company is the development of social infrastructure in order to build a global community. Following SPbSU Professor S.G. Korkonosenko, the author emphasizes that such statements should be regarded as a competitive challenge to journalism and the media.