Advertising has a big influence on the decision to buy a particular product. With the decline in print media revenue, digital advertising has become an indispensable part of the marketing activities of any company. Of course, some industries have stood out, some are still lagging, but it is certain that at some point anyone who sells a particular product or service will be forced to communicate with their consumers through the Internet. The aim of this master's thesis was to investigate what all the stages media company is going through and what obstacles are encountered by one media company, which until a few years ago, during the digital transformation, based its main activity solely on the daily newspaper. On the example of 24sata, it was explored the extent to which 24sata are following global trends and how management, directors, and leaders see their company's future. Further, as 24sata depends heavily on advertisers, the technology available, and the progress of the market in general, at the beginning it was necessary to wait for the awareness of the need for digital transformation and to allow it to happen internally. Only after that, digital advertising has begun. Digital transformation is an extremely expensive and time-consuming, one-of-a-kind process in which technologies and focus change almost daily. On the other hand, the results of digital transformation still have to wait. This path is challenging and risky for any industry, but most of all for the media.