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The paper presents the results of the analysis of the answers of 29 leaders and journalists of local media from 22 regions of Russia about the strengths and weaknesses of local media editorial offices, about external threats and development opportunities. Journalists were asked to answer four classic SWOT analysis questions. Respondents attributed dependence on the authorities to the main weakness of local media editorial offices (12 responses). Journalists highlight the proximity to the audience as the most significant characteristic of local media editorial offices.