Normative theories of journalism are a classical object of research. In this area there are canonical approaches and schemes, which, however, are constantly subject to doubts and changes. Historical and theoretical study of the Russian experience provides an opportunity not only to see original interpretations of classical theme, but also offer non-traditional approaches to the classification of normative theories. The author analyzes the statements and practices of the outstanding Russian writers, journalists and thinkers of the XVIII-XIX centuries, who were concerned about the role of the press in society. As a result, there appears the basis for identification of three types of normativity characteristic for Russian journalism in the past and present. Namely, they are: directive, professional-deontological and professional-pragmatic types.