This article examines the functioning of the cross-media system during wartime by comparing the strategy of two Ukrainian newspaper websites, one attached to the daily Vysoky Zamok, published in Lviv, and the other to the English-language weekly from the capital, the Kyiv Post. For the interpretation of data this study relies on content analysis as well as a combination of comparative and systematizing strategies. Both newspapers, as we have found, are adept at using various communication channels to push their cross-media information production and distribution. This strategy has a lot of advantages for the operator. He can get information from consumers who retain their privacy, and he can induce individual consumers to interact regularly online with media outlets offering the latest blogs, films, photos, commentaries, opinion polls, product rankings, etc. Moreover, the use of multiple media channels by the consumer may result in content being placed and reproduced in a widening circle of platforms and social media chats. Finally, it can be observed that since 2022 each platform has developed its own activity pattern (whereby the frequency of new uploads is the most important indicator of its health).