The manual is a guide to conducting a management audit and improving the managerial efficiency of media companies through a comprehensive study of the internal and external environment of such companies. It is made in the form of a real report on the results of a management audit of a regional media holding, equipped with methodological recommendations and comments from the current media manager. The results of this audit, developed and conducted by the team of the Higher School of Journalism of the National Research University Higher School of Economics, headed by Professor I.V. Kiriya at the end of 2009, and formed the basis of this manual. The textbook describes a real research case related to media management. The materials were tested during the research seminar of the master's program "Media Management" of the National Research University Higher School of Economics and can be useful to students (mainly master's degrees) studying media management, and can also be used when teaching the disciplines "Media Management", "Media Marketing" and conducting research and project seminars.