The article deals with the problem of the organization of the work of journalists in the new technological conditions of development of the media sphere. Based on the results of the sociological research, the authors conclude that the most productive for regional mass media is the principle of algorithmization of editorial creative activity. Because he has not yet received sufficient grounds for the system's conclusions and recommendations forward-looking information, and there are different options for securing the tool (usually multimedia) support broadcast information products and promoting the most urgent of them in social networks and the transformation of the traditional specializations of members of the media.