The article explores the manifestations of global media trends in the work of regional media and examines examples of using the cross-media technologies by journalists. With the advancement of the latest technologies, the professional requirements for the universal journalist have expanded significantly: the ability to work in different genres, photo and video skills and managerial functions has added a wide range of multimedia technologies to create and distribute content. The use of different platforms helps to increase the audience and financial stability of regional media. Convergence processes, the use of multimedia platforms and convergent practices have already become a trend for regional media in Dnipro. In the absorbing flow of information, the identity of the journalist that the reader or viewer will trust is of utmost importance. The versatility of a regional journalist today defines his ability to produce different types of content for different media platforms, to take into account their technological and stylistic features, to be able to use cross-media technologies to promote this content. Interesting resonant topics, journalistic content and interaction on social networks contribute to the popularity of not only the author but also the newspaper or TV channel. The readership / viewership is also influenced by the journalist's active civic position, his involvement in the communities. The phenomenon of synergistic influence of journalistic work and active public activity on one another is traced, which will prevent the increase of the audience of both journalist and media.