On the basis of new experimental data, the present paper was aimed at analyzing the effectiveness of training journalism students through the use of blogs. This study included a field survey, during which the impressions of journalism students from the introduction of blogging in the educational process were analyzed. The examination involved 71 undergraduate journalism students of two Russian and two Kazakhstan universities. Innovative teaching strategies were introduced in the training process of mentioned institutions, and the corresponding methods of conducting specialized classes were developed. The experimental data confirmed several hypotheses related to the effectiveness of blogging in journalism education. The practical significance of the obtained results lies in the fact that the proposed approach allows the effective implementation of blogs in journalism training.

Native advertising is the most effective tool to deal with the refusal of Internet users to perceive advertising messages that determine its originality and novelty. The purpose of the study is to analyze the prospects of development of these markets and their current status, marketing research companies. The result shows that the markets of the ASEAN countries and similar economies like Kazakhstan are characterized by a hardly predictable but rather big domestic advertising market, which is expected to become as big as the BRICS market in the next 10 years, as well as get ahead of it. The biggest changes are noted in China, where the native advertising market has won an extra 30% of the total digital advertising market for the last 5 years. The lowest growth rate of the native advertising market is noted in Brazil, India and South Africa (12.92%, 17.53% and 17.96% of the total online market, respectively). Prospects for further research are based on the possibility of using the results in the analysis of regional features of native advertising in the media of other countries in a comparative aspect, taking into account a system of criteria: socio-political situation, cultural traditions, economics, education, and media.