Abstract: The subject of the analysis is the titles of works, published in unique editions of philosophical and socio-political journals of the XVIII century, which were released by Russian educator of the second half of XVIII century N.I. Novikov: "Zhivopisets" ("Painter"), "Vechernaya zarya" ("Evening dawn"), etc. The title in the magazines of the XVIII century performs communicative and stylistic functions – informative (including informative and compositional) and influencing one. Taking into account the headings with "zero" and "negative" information content, the impact is recognized as a functional dominant. Title metatext is considered as a toll of modeling a polydiscursive linguistic personality of N.I. Novikov. Semantic-denotative analysis proves that headings characterize the content, structure, genre form, and also provide other information about the organized text space. They organize the composition of the journal; mark the sequence of presentation of various fragments. The substantive parameters of the polydiscursive linguistic personality model are clarified based on the analysis. Titles of journal texts are systematized in structural, functional and stylistic aspects; titles with "zero" and "negative informativeness" are highlighted. The author includes headings aimed at double actualization of readers' experience and knowledge in a separate group: they are the point of the prospectus for the text and the point of retrospection for the social context. Metacognitive and metatextual functions of the header are identified.