Much of the literature concerning Sumarokov’s magazine “The Industrious Bee” often emphasizes its satirical orientation. In contrast, the article suggests a new view of the journal metatext which highlights the philosophic-pedagogical discourse. The aim of the article is to show the change of the reading paradigm in the middle of the 18th century from reading for the sake of reading to reading for reflection. The study is based on a comprehensive approach. The methods of literary studies used include: historical-typological, cultural-historical, biographical, and comparative-historical methods. The study showed that the model of behavioral culture of the noble society of the first half of the 18th century included reading as an obligatory element. It is no coincidence that the philosophic-pedagogical discourse of the first Russian private monthly magazine became the dominant trend in the first half of 1759. Proclaiming the authority of books and reading in the public space of readers and subscribers, Sumarokov tried to prove that systematic learning becomes the virtue of the secular noble society by the middle of the 18th century. Hence, the publisher’s skeptical attitude towards the false scientists who wrote much without feeling and knowledge. Sumarokov also draws attention to the poor position of the scientist in the class-divided state when the right to wisdom depends on the rank. The problem field of the journal’s philosophic-pedagogical discourse is vast: from its own educational program to questions of war and peace. Philosophic-pedagogical discourse which includes the problems of reading, teaching and science, is formed by all metatexts of 12 monthly books of “The Industrious Bee” (except November issue). These are original or translated texts: January issue – article by G. Kozitsky; February – P. A Sancto Josefo; March – Erasmus of Rotterdam; April – Gottlieb Wilhelm Rabener; May – Locke and Sumarokov; June – Sumarokov; July – Dimophila; August – Voltaire; September and October – Sumarokov; December – Moore and Eskhin. The first known word usage of the term ‘pedagogy’ in Russian literary language goes back to 1783. This is the start of the official chronology of pedagogical discourse. The findings allow the authors to conclude that in its implicit form, the philosophic-pedagogical discourse was formed by the middle of the 18th century and was articulated on the pages of the “The Industrious Bee” thanks to the efforts of the publisher Sumarokov and his staff.