THE ROLE OF IT INNOVATIONS IN SHAPING CHANGES IN THE PUBLISHING INDUSTRY OF UKRAINE

Abstract

The modern publishing industry in Ukraine is faced with the necessity of adapting to the challenges of the digital era, particularly through the application of information and communication technologies (IT). This article is dedicated to exploring the impact of IT innovations on the transformation of the publishing industry in Ukraine and identifying the prospects for its development. The article commences with an analysis of the current state of the publishing industry in Ukraine and the identification of key challenges faced by publishers. This includes examining changes in reading habits, competition from other media formats, and market globalization. Emphasis is placed on the imperative of implementing IT solutions as a strategic direction to overcome these challenges. The analysis extends to contemporary technologies applicable in the publishing industry, with special attention given to electronic books, virtual reality, data analytics, and other innovative solutions. It is highlighted that the proper utilization of these technologies can enhance content quality, expand the audience, and provide competitive advantages. The research explores the experience of implementing IT innovations in the publishing industry abroad, particularly in countries that have successfully utilized these technologies. The authors analyze best practices and shed light on crucial aspects that can be applied in the Ukrainian context. In the concluding section, prospects for the development of the publishing industry in Ukraine through the use of IT innovations are identified. This includes examining opportunities for creating interactive content and personalized recommendations for readers. In summary, this study offers a comprehensive view of the impact of IT innovations on the transformation of the publishing industry in Ukraine and illuminates potential strategies to address the challenges faced by this sector. Overall, the adoption of IT solutions is a crucial element for the successful adaptation of Ukrainian publishers to contemporary challenges and ensuring their competitiveness.