The article considers the forms of the language embodiment of the region-centric strategy of the socio-political newspaper publication. The object of the research is the texts-announcements placed on the front page of the «Oblastnaya gazeta» (Ekaterinburg, 2017-2018). During the analysis, the objective is realized: it is proved that the strategy developed by the newspaper editorial office is focused on the feedback from the target addressee - residents of the Middle Urals. The strategic guidelines of the editorial office are based on the geographical and dialogic style of the texts. Toponyms and their derivatives perform an integrative function, forming a super-text field, its core being a unit of the general cultural code - the nominations of settlements of the Sverdlovsk region. The idea of «open space», as interpreted by means of field segments - «Russia» and «Planet» - acquires axiological marker. The frequency of the relevant toponyms reflects the deprovincialization of regional self-awareness. Regulatory technologies that contribute to the strengthening of regional identity are based on a triad that is constant for axiological reality - well-being of the region, benefit and justice. The political agenda includes socially focused topical issues of the current domestic policy - financial and economic, industrial, ecological, personnel, cultural, educational and housing. There is brief information about the work of the Duma factions, internal party work and organization of the election procedure. The centre of foreign policy appears to be a competitive region, actively developing international relations. The formulaic presentation of a politician who has found himself in the centre of public attention is strategically charged with the verbs with the ‘speaking’ semantics. A linguocultural type of a regional politician is formed - it is a qualified manager who knows his territory from the inside, who is ready for quick decision making, open to direct communication with the population, and who promises the inhabitants of the territories to achieve real results of effective policy.