The article presents the rationale for the investment activity of the state, directly aimed at the realization of the society’s interests, as well as for the reform activities, the task of which is to modernize the institutional environment in order to maximally harmonize the interests of society and economic agents. Within the framework of the first direction, an original approach and a corresponding method of determining the volume of public investment to producers of patronized goods in the humanitarian sector are proposed, based on an assessment of the necessary compensation of the deficit in their income, arising as a result of objective economic patterns and social norms, established by the state. Within the framework of the second direction the need for institutional changes is discussed, which pushes the state to reform existing institutions in order to generate additional motivation for expanding the production of patronized goods, as a result of the maximum possible convergence of interests of economic agents and society as a whole. It is about creating economic incentives and generally favorable conditions for attracting to the humanitarian sector, including non-governmental non-profit organizations, as well as commercial organizations that have their own interests, sometimes far from the public goals of increasing human capital. As a general vector of institutional modernization of the conditions of cultural, educational and scientific activities, it was recommended to use institutions of individual budget assignments, tax benefits, marked taxes and endowment funds. The final part of the research is devoted to analyzing the consequences of the “flaw in public choice” – the proclamation of a growing number of journal publications and the peculiarities of institutional modernization of science, including the “journal reform”, as a public interest. It was recommended to develop a Federal program of state support to the scientific journals, ensuring their efficient operation, including paying fees to authors and reviewers, as well as allocating targeted subsidies to university and academic research libraries to pay for subscriptions to major scientific journals.