Commercialization of innovations in ukrainian book publishing: current trends and prospects

Анотація

The article examines the peculiarities of innovative activity and commercialization of innovations in Ukrainian book publishing. Innovations are an essential factor in the development of the industry, as they make it possible to improve the quality of book products, make them more accessible and exciting for readers, and contribute to the popularization of reading. Because a third of Ukrainians do not read at all, the need to attract an audience that is used to an "easy" perception of information through watching videos, etc., is essential to developing a healthy and educated society. The hypothesis is that innovation activity in Ukrainian book publishing is not active enough, its development is relatively slow, and the implemented innovative projects are limited in number but of high quality. It is due to the conservatism of Ukrainian publishers, who are unwilling to enforce innovations if they involve too many additional risks, as well as the adverse effects of the COVID-19 pandemic and armed aggression against Ukraine. To test the hypothesis, this study analyzed the state of innovation in Ukrainian book publishing, examined the experience of Ukrainian publishers in implementing innovative projects, and identified trends in the development of innovation in Ukrainian book publishing. The analysis showed that innovation in Ukrainian book publishing has several trends and prospects. In particular, the popularity of e-books and audiobooks is growing, digital publishing is developing, new book formats are being introduced, and new technologies are being used to promote books both in the physical and digital space. Considering the current trends and prospects of innovative activity and commercialization of innovations in the Ukrainian book market, the industry needs a more comprehensive approach and the attraction of additional resources, both from the public and private sectors. In addition, to increase the number of readers and, accordingly, the development of the industry in Ukraine through the introduction of innovative technologies, we suggest moving to increasing the number of publications in electronic and audio formats, conducting experiments with the visual design of books, using environmentally friendly raw materials in the production process, developing digital publications in the format book sites for publishing poetry or short fiction, using QR codes, augmented reality and mobile applications with more paper editions, etc.

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