Advertising-information Policy of Publishing Houses in the First Decades of Ukrainian Independence

The article deals with the formation of advertising-information system of book promotion at the end of the XXth – the beginning of the XXIst centuries, in Ukrainian publishing houses, principal components of communication-advertising and promotion. The author also analyzed the specific features of book as goods, book market at the present-day stage, promotion methods. Information policy of publishing house is one of the important components of book marketing – complex activity aimed at explicating and meeting the requirements of potential readers. Theoretical and practical questions in publishing marketing in Ukraine and abroad were studied by M. Tymoshyk, Ya. Vlodarchyk, V. Teremko, Ye. Komarov, N. Makoveiev, Yu. Melnyk, Ye. Beiverstok, H. Kluchevska. The scientists share the opinion, that publishing houses need a communicative system of product promotion to the final consumer. Advertising plays a special role in publishing. Its social function is defined by attracting a person to spiritual values, and economic one – by getting profit. The problem of working-out advertising-informational policy of publishing houses is also an important question. Its essence means effective trading of published products, that presupposes moving books forward to final consumer. The peculiarities of book popularization on TV were analyzed. Advertising in book publishing had chaotic character and did not give the expected results. But undoubtedly it became a good basis for further development of book marketing