According to authors’ research, traditional media staff has lost sharp interest to ordinary people. Such a trend means a lack of interest to the mainstream everyday life which is represented in the common persons’ lives. These content gaps should become a focus of attention for nontraditional media if they wish to develop the “people-to-people” model of communication in a new media environment. New social Internet projects challenge the traditional media routine. Thus, the digital media can gain an advantage in their competition with print and audiovisual channels.