In recent years, the processes of media consumption have exposed a significant transformation. The place of reading in its structure also has changed. The article discusses the similarities between reading books and magazines as a process itself and sociocultural practice. The author suggests that book, magazine and news media consumption is in a relationship of mutual support and mutual influence. The author argues that the habit of such "long" reading is being influenced by crisis phenomena in the periodical segment: a sharp decline in readership, a decline in print circulation and difficulty in accessing. In recent years, the focus on electronic formats of publications has been the main direction in the transformation of reader practices. If e-books are considered as the same "long” reading practice, the similarity with media consumption practices on the Internet, especially in social networks, is doubtful. Despite the fact that in the Internet and social networks the audience also "reads", the intellectual ethic of consuming quick unrelated pieces of information from a variety of sources is changing this sociocultural practice itself. Soon, book reading, quite possibly, will depend on the accumulated practices of Internet surfing, Internet reading and the ability of people to deal with long texts.