The research examined the trends in the development of mass media in the context of widespread digitalization of content, and changes in the main characteristics of their effectiveness. In particular, we analyzed the use of end-to-end technologies that radically change the situation in the all-Russian media market and contribute to the formation of its new segments. The authors of the article found that in conditions of increasing competition among actors of social networks, it is by using these technologies media industry representatives not only set information priorities, but also develop dialogic relations with various audience groups, including different generations. The research showed that the psychological well-being of individuals in the information age is determined by the quality of the media content received and internalized by people. We found that one of the dominant indicators of the effectiveness of modern media is their success/failure in solving the problem of psychological well-being of the audience. Considering the features of the practical implementation of the model approach to system information activities, the ways of its implementation through optimization are indicated by the combination of integrated digital communication technologies with a general transaction policy based, among other things, on regularly generalized audience requests. It is determined that end-to-end technologies are not just the basis for enhancing creativity of journalistic work, but also a kind of "self-guided" system of transformational changes in media practices. Thus, the described theoretical and methodological aspects focus not only on the systematic study of the process of transformation of journalism as a social institution, but also on the analysis of the effective actions of its subjects, which, based on the achievements of modern science, contribute to the dynamic development of Russian society as an informational and truly innovative one.