The report highlights the phenomenon of the progressive growth of different means of mass media and how this process influences the maintenance of constant dialogue with the audience especially by switching from print based to digital media. Much attention is given to the column as a press genre which is personality-driven by the author. Formally written as a monologue, it reveals many features of dialogism. The author comes to conclusion that by means of question- answer systems, exclamations, rhetorical questions, etc. the text dialogic category is realized.