Abstract
The work of mass media can be oriented toward different scales of audience. While global media aim to shape a worldwide narrative, smaller editorial offices focus on the interests of residents of a specific region, city, or even organization. Accordingly, the operational features of mass media vary significantly on larger and smaller levels. The goal of our study is to identify these differences, determine the reasons behind the established approaches, and propose ready-made solutions for improving the work of local editorial offices. As examples, we will analyze the QYZYLJAR TV channel, whose agenda is aimed at the residents of the North Kazakhstan region, and the PARASAT newspaper, published by M. Kozybayev North Kazakhstan University for its faculty and students. The scientific and practical significance of the study lies in the fact that we not only expand theoretical knowledge about the formation of media structures but also offer practical recommendations for strengthening the impact of local media. This work was facilitated by content analysis of materials published by these media outlets and interviews with journalists and editors. The study revealed that local media are highly flexible in responding to the informational needs of their audience. However, a lack of personnel and resources creates certain limitations in their operations. To improve the situation, it is necessary to optimize workflows, including enhancing employee qualifications and expanding engagement with the audience. This research represents a significant contribution to the field of media studies, offering new approaches to analyzing and improving the activities of local media. The findings can be applied by small media outlets to enhance the quality of their content and strengthen their connections with the audience.