Publishing business VS the Internet: How has the World Wide Web affected the economics and marketing of printing companies?

Kuche enko, S i lana; Kos yk, Ye henii
A icle
Publishing business VS he In e ne : How has he Wo ld
Wide Web a ec ed he economics and ma ke ing o
p in ing companies?
Uni e si y Economic Bulle in
P o ided in Coope a ion wi h:
H yho ii Sko o oda Uni e si y in Pe eiasla
Sugges ed Ci a ion: Kuche enko, S i lana; Kos yk, Ye henii (2025) : Publishing business VS he
In e ne : How has he Wo ld Wide Web a ec ed he economics and ma ke ing o p in ing
companies?, Uni e si y Economic Bulle in, ISSN 2414-3774, H yho ii Sko o oda Uni e si y in
Pe eiasla , Pe eiasla , Uk aine, Vol. 20, Iss. 1, pp. 40-48,
h ps://doi.o g/10.69587/ueb/1.2025.40
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/323742
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Uni e si y Economic Bulle inUni e si y Economic Bulle in
UDC 070.5
Publishing business VS he In e ne : How has he Wo ld Wide Web
a ec ed he economics and ma ke ing o p in ing companies?
S i lana Kuche enko*
PhD in Economics, Associa e P o esso
H yho ii Sko o oda Uni e si y in Pe eiasla
08401, 30 Sukhomlynskyi S ., Pe eiasla , Uk aine
h ps://o cid.o g/0000-0001-7560-1212
Ye henii Kos yk
PhD in His o y, Associa e P o esso
H yho ii Sko o oda Uni e si y in Pe eiasla
08401, 30 Sukhomlynskyi S ., Pe eiasla , Uk aine
h ps://o cid.o g/0000-0003-1613-2422
Sugges ed Ci a ion:
Kuche enko, S., & Kos yk, Ye. (2025). Publishing business VS he In e ne : How has he Wo ld Wide Web a ec ed he economics and
ma ke ing o p in ing companies?. Uni e si y Economic Bulle in, 20(1), 40-48. doi:10.69587/ueb/1.2025.40.
*Co esponding au ho
Abs ac . The ele ance o he opic is due o he in luence o he In e ne on all sphe es o li e and business, which
equi es p in ing en e p ises o adap hei economic and ma ke ing p ocesses o mode n eali ies. The aim o he wo k
was o s udy he impac o he In e ne on he economy and ma ke ing o p in ing indus y en e p ises in he con ex
o gene al digi alisa ion and popula isa ion o elec onic publica ions. The heo e ical basis o he s udy we e scien i ic
wo ks o Uk ainian and o eign scien is s- heo is s in he s udy o adap a ion p ocesses o p in ing en e p ises o he
new in o ma ion en i onmen , and he main scien i ic me hods– he me hod o sys em analysis, s a egic planning
(SWOT-analysis), upda ing and pe iodisa ion. The esul s o scien i ic wo k we e he assessmen o he deg ee o in luence
o he Wo ld Wide Web on he ac i i ies o p in ing en e p ises in he con ex o assessing hei economic and ma ke ing
indica o s, as well as inding po en ial ways o de elopmen o he p in ing indus y o Uk aine h ough he in eg a ion
o publishing and p in ing en e p ises in he In e ne en i onmen , as well as a ac ing a en ion and upda ing he s udy
o he cu en issue. The signi icance o he esul s ob ained is p esen ed in highligh ing he p ospec s o de elopmen o
he publishing and p in ing indus y o Uk aine due o he p ocess o in eg a ion and he need o in e ac ion o p in ing
en e p ises wi h elec onic ools o communica ion wi hin he amewo k o he Wo ld Wide Web. The s udy demons a ed
ha despi e he c isis phenomena caused by he In e ne , he p in ing indus y o Uk aine e ains signi ican po en ial o
u he de elopmen due o he in eg a ion o digi al echnologies. The in oduc ion o inno a i e p oduc ion sys ems,
such as Indus y4.0, and he ac i e use o In e ne ma ke ing o expand ad e ising oppo uni ies and inc ease he
compe i i eness o en e p ises a e sugges ed as ways o mode nisa ion. The esul s o he s udy can se e as a basis o he
de elopmen o new business models adap ed o he condi ions o he digi al ma ke
Keywo ds: In e ne ma ke ing; p in ing indus y; economic e iciency; digi al ans o ma ion; inno a i e p in ing
echnologies
Copy igh © The Au ho (s). This is an open access a icle dis ibu ed unde he e ms o he
C ea i e Commons A ibu ion License 4.0 (h ps://c ea i ecommons.o g/licenses/by/4.0/)
Vol. 20, No. 1,2025
Jou nal homepage: h ps://ue-bulle in.com.ua/en
Recei ed: 04.02.2025. Re ised: 09.04.2025. Accep ed: 15.05.2025
DOI: 10.69587/ueb/1.2025.40
INTRODUCTION
The ele ance o he s udy o he impac o he Wo ld Wide
Web on he economics and ma ke ing o p in ing en e p is-
es is due o he global changes ha ha e occu ed as a esul
o digi alisa ion and he in oduc ion o In e ne echnol-
ogies. Wi h he apid g ow h o he online space, business
models based on adi ional me hods a e no longe able
o compe e wi hou he in oduc ion o mode n In e ne
inno a ions. P in ing companies a e aced wi h he need
o adap hei ma ke ing s a egies o emain compe i i e
and mee he needs o he digi al ma ke . The dec easing
Uni e si y Economic Bulle in | Vol. 20, No. 1
Kuche enko & Kos yk
41
economy and ma ke ing o p in ing en e p ises. The no -
el y o he esea ch wo k is he co e age o he opic o he
p ocess o in eg a ion and in e ac ion o publishing and
p in ing en e p ises wi h he p ocesses o digi alisa ion and
de elopmen o he In e ne , which will gi e g ounds o
he o ma ion o new ways o de elopmen o he p in ing
indus y o Uk aine.
MATERIALS AND METHODS
The me hodological basis o he esea ch co e ed he me h-
ods o s a is ical analysis, which we e used o assess he s a e
o he p in ing indus y on he basis o quan i a i e indica-
o s. In pa icula , da a om he S a e S a is ics Se ice o
Uk aine(n.d.), he Minis y o Finance o Uk aine(n.d.) and
he Minis y o Economy o Uk aine(n.d.) we e used o ana-
lyse he dynamics o he numbe o en e p ises and olumes
o p oduc s p oduced. Ad e ising ma ke indica o s p o-
ided by leading ad e ising agencies and esea ch o gani-
sa ions, such as All-Uk ainian Ad e ising Coali ion(n.d.)
and in o ma ion websi es Reklamas e  (n.d.) and Ma ke -
e .ua(n.d.), we e also conside ed. S a is ical da a included
quan i a i e indica o s o he de elopmen o he p in ing
indus y o Uk aine o he pe iod om 2015 o 2023, he
dynamics o changes in he numbe o en e p ises and he
olume o sold p oduc s. These da a we e used o analyse
he s a e o he indus y and o m conclusions ega ding
key ends and challenges. The esea ch pe iod was limi ed
o he yea 2023, as s a is ical da a on he numbe o p in -
ing indus y en e p ises and he esul s o hei economic
pe o mance had no been published a he ime o w i ing.
In he cou se o he wo k, g aphical and ma hema i-
cal me hods we e used o c ea e cha s ha displayed he
changes in he numbe o en e p ises, olumes o p od-
uc s p oduced and he dynamics o he ad e ising ma -
ke . These cha s we e used o isualise key ends and o
acili a e da a comp ehension. SWOT analysis was used
o iden i y he s eng hs and weaknesses o he Uk ainian
p in ing indus y, as well as oppo uni ies and h ea s e-
la ed o he ex e nal en i onmen , including he impac o
he In e ne and digi al echnologies. This analysis helped
o o mula e s a egic ecommenda ions o u he de-
elopmen o p in ing en e p ises in he con ex o digi al
ans o ma ion o he ma ke .
In addi ion, he s udy applied gene al scien i ic me hods
o sys em analysis, compa ison, and g ouping. The me h-
od o sys em analysis was used o s udy he ela ionship
be ween changes in he p in ing indus y and he de elop-
men o In e ne echnologies. The me hod o compa ison
helped o compa e he de elopmen indica o s o he p in -
ing indus y in di e en ime pe iods, as well as be ween
di e en ma ke segmen s. The g ouping me hod made i
possible o classi y p in ing indus y en e p ises acco ding
o he deg ee o hei adap a ion o new ma ke condi ions.
RESULTS AND DISCUSSION
The p in ing indus y is a socially impo an b anch o
he coun y and di ec ly depends on he socio-economic
demand o p in ed publica ions and he g ow h o elec-
onic communica ion be ween p oduce s and consume s
equi es a e hinking o he ways o p omo ion and in e ac-
ion wi h cus ome s. Thus, he s udy o he mechanisms o
he In e ne ’s impac on he p in ing indus y is c ucial o
de e mining u he s a egies o he indus y’s de elop-
men in he con ex o digi al ans o ma ion.
S udying he issue o he impac o digi al echnologies
on p in ing en e p ises, esea che O. Shapo alo  (2024),
no ed he decline in demand o p in ed publica ions. The
c isis o he publishing and p in ing indus y caused by he
sp ead o he In e ne is also no ed by Kh.B.Kulchy ska &
M.R.Semeni (2023), emphasising ha he e is a endency
o decline in he olume o p in ed ma e and also no ing
he dec ease in he numbe o p in ing companies. The glob-
al si ua ion caused by he wo ldwide co ona i us pandemic
has also led o a shi in consume engagemen in a ou o
he In e ne and online businesses. Resea che s G.Gamp el-
lise al.(2021) obse ed ha he e is a downwa d end in
he numbe o p in ed books and newspape publica ions.
Howe e , a he same ime, he e is a signi ican g ow h in
he a eas o p in ing o ad e ising ma e ials, packaging, and
labels as he numbe o p oduc s on he ma ke is inc easing
all he ime. Ya.V.B uyaka(2024) ocused he s udy on he
p oblems associa ed wi h he lack o de elopmen o digi-
al compe encies o wo ke s in he p in ing indus y. The
esea che came o he conclusion ha i is in o mal edu-
ca ion (cou ses, ainings, semina s, webina s, mas e class-
es) o p in ing specialis s ha plays an impo an ole in
mode n condi ions, as i is he mos accessible o he public
and can p o ide an inc ease in hei le el o knowledge in
sho e ms. A.K asko & O.Sukho uko a(2023) desc ibed
he ends o he mode n p in ing sphe e. The esea che s
we e able o es ablish ha in 2022-2023, he e is a dec ease
in he olume o p in ed publishing p oduc s, namely news-
pape s and magazines, he numbe o elec onic copies
inc eases, which con ibu es o he educ ion o he ope -
a ing cycle, as well as educing he cos s o he en e p ise.
Many esea che s insis on he need o change he
ma ke ing s a egies o en e p ises in he publishing and
p in ing indus y. Thus, in he esea ch pape , E.Kasumo-
a(2020) insis ed ha he ma ke ing s a egy o p in ing
en e p ises in Uk aine should in oduce mechanisms o
sys ema ic elec onic ma ke ing, using such ools as con-
ex ual ad e ising on he In e ne , SEO-p omo ion (Sea ch
Engine Op imisa ion– a mechanism o websi e p omo ion,
wi h i s op imisa ion o sea ch engines) and SMM-p o-
mo ion (Social Media Ma ke ing– ma ke ing p omo ion
in social ne wo ks). The mechanisms used by Uk ainian
p in ing en e p ises a e somewha ou da ed, which leads o
e en g ea e lagging behind publishing and p in ing com-
panies om he apidly de eloping In e ne and elec onic
publica ions. The p in ing business needs o adap o new
eali ies by mas e ing new echnologies and inding ways o
in eg a e p in and elec onic communica ions.
The pu pose o he esea ch wo k was o s udy he
mechanisms o in luence o he Wo ld Wide Web on he
Publishing business VS he In e ne ...
Uni e si y Economic Bulle in | Vol. 20, No. 1
42
s abili y o he socie y and is ex emely ulne able in he
condi ions o economic ins abili y. The de elopmen o in-
o ma ion echnologies c ea es new challenges o p oduc-
ion en e p ises in all coun ies o he wo ld. The in luence
o he Wo ld Wide Web on he p in ing indus y is qui e
s ong. Today’s apid de elopmen o digi al echnologies
and cons an imp o emen o isual in o ma ion dissemi-
na ion p ocesses aise he issue o ele ance and e iciency
o p in ed p oduc s.
The mode n ma ke o p in ing se ices is qui e ambig-
uous. Acco ding o he conduc ed esea ch, he main ol-
ume o p in ed p oduc s o p in ing en e p ises p e iously
accoun ed o ic ion, newspape s, and magazines. I is no
wo h igno ing he ac ha mo e and mo e people p e e
elec onic media, whe he i is news publica ions o ic ion,
which has led o a signi ican dec ease in demand o p in -
ed publica ions and, consequen ly, o a decline in he p o-
duc ion o his ype o p oduc s. A he same ime, he e has
been a ma ked shi in he indus y owa ds he p oduc ion
o p omo ional ma e ials. The p in ing indus y wo ldwide
has wi nessed a apid g ow h in he p in ing o p omo ional
ma e ials and labels. The apidly g owing ma ke o pack-
aging and p in ed p omo ional p oduc s is a ac ing mo e
and mo e p in e s om ac oss he coun y who a e ac i e-
ly pu suing i (He,2019). To compensa e o he declining
p o i abili y caused by he dec easing dis ibu ion o a-
di ional p in ing p oduc s, some p in ing companies a e
inally swi ching o he p oduc ion o packaging and p o-
mo ional p oduc s, lea ing adi ional p in ing in he pas .
Thus, in ecen yea s, in he pe iod om 2015 o 2023,
he o al numbe o en e p ises engaged in p in ing ac-
i i ies in Uk aine has dec eased by almos 23%, o 3.72
housand business uni s, many o he closed en e p ises
unde wen a inancial c isis and had o close p oduc ion
due o he uns able economic condi ion. Mo e han 20% o
en e p ises in he sec o had low inancial pe o mance in-
dica o s (Kachma ,2023). In he pe iod om 2020 o 2023,
he si ua ion in he indus y had no imp o ed, mo eo e ,
addi ional di icul ies o doing business we e added, such
as he wo ldwide pandemic o co ona i us in ec ion, ac-
i e hos ili ies on he e i o y o Uk aine, which u he
con ibu ed o he g owing demand o In e ne esou ces.
Physical losses o p oduc ion capaci ies o Uk ainian pub-
lishing houses due o he wa , especially in Kha ki , which
was one o he la ges p in ing cen es o he coun y, sig-
ni ican ly unde mined he wo k o he indus y, al hough
some en e p ises we e able o pa ially es o e hei ac i -
i ies. Figu e1 shows he dynamics o change in he num-
be o en e p ises in he Uk ainian p in ing indus y o
2015-2023 (Shapo alo ,2024).
In addi ion o he educ ion in he o al numbe o
en e p ises in he publishing and p in ing indus y, hese
yea s saw a s ong decline in hei p o i abili y. In he pe-
iod up o 2018, less han 80% o he en e p ises in he in-
dus y made a p o i om hei ope a ions. A e 2018, he
si ua ion con inued o de e io a e. Acco ding o he S a e
S a is ics Se ice o Uk aine(2024), by 2023, only 60% o
en e p ises in he indus y we e able o make a p o i om
hei ope a ions, which is 20% lowe han be o e 2018
(Kachma ,2023). The main easons o he decline in p o -
i abili y we e educed demand o p in ed p oduc s caused
by he popula isa ion o digi al and elec onic media, is-
ing aw ma e ial and logis ics cos s in he con ex o in-
la ion, and physical losses o p oduc ion capaci y due o
Figu e 1. Dynamics o he numbe o en e p ises in he p in ing indus y o Uk aine in he pe iod 2015-2023
Sou ce: composed by he au ho s based on O. Shapo alo (2024)
hos ili ies. The In e ne has become only one o he main
ac o s ha ing a nega i e impac on he unc ioning and de-
elopmen o he p in ing indus y in Uk aine.
Gi en he shi in p in ing p oduc ion owa ds ad-
e ising p oduc s, as discussed abo e, i is impo an o
analyse he indus y’s place in he in ensi ely expanding
ad e ising ma ke . As o 2020, he i s place among he
channels mos equen ly used by ad e ise s was occu-
pied by online ad e ising, wi h a ma ke sha e o mo e
han 50%. P in ad e ising and p ess, on he o he hand,
was only hi d in his anking, wi h only 13% o he ma -
ke sha e. The size o he ad e ising and communica ion
ma ke in e ms o pe cen age o 2019-2023 is shown in
Figu e2 (Semenyuk & Bagmu ,2024).
5,669
5,199 4,924 4,874 4,824 4,481 4,329 4,020 3,911
0
1,000
2,000
3,000
4,000
5,000
6,000
2015 2016 2017 2018 2019 2020 2021 2022 2023
Numbe o en e p ises, uni s
Uni e si y Economic Bulle in | Vol. 20, No. 1
Kuche enko & Kos yk
43
In 2020, online ad e ising su passed all o he commu-
nica ion channels in e ms o olume, which deal an e en
g ea e blow o he p in indus y, causing a decline in ou -
pu and, consequen ly, p o i s. A he end o 2021, online ad-
e ising emained dominan wi h o e 60% o he ma ke ,
while p in ad e ising con inued o decline and by he be-
ginning o 2023 only accoun ed o abou 10% o he o al
ad e ising ma ke (Semenyuk & Bagmu ,2024). Speaking
abou he main s a um o p oduc ion by p in ing en e -
p ises, i is wo h men ioning packaging p oduc s. The mos
popula and p omising niches a e he p oduc ion o bags, la-
bels, and o he packaging elemen s. The inc eased demand
o such p oduc s is caused by he ac ha , ha ing placed
ad e ising on he In e ne , companies co e la ge olumes
o audience, including a ai ly accu a e hi o ad e ising
in he a ge audience, a accep able cos s, howe e , o sell
hei p oduc s companies need packaging ma e ials, which
mus ha e a physical exp ession and canno emain in i -
ual space. Mo eo e , he e is an inc easing end in de-
mand o he p oduc ion o secu i y p in ed elemen s ha
p e en goods om being ampe ed wi h o ampe ed wi h.
Apa om he g ow h in demand o packaging p od-
uc s, which is ela ed o he de elopmen o online ad e -
ising and he need o physical packaging o goods, i is
impo an o no e o he ac o s a ec ing he olume o
p in ed p oduc s sold. One o such ac o s is he s a e sup-
po o he p in ing indus y, aimed a s imula ing business
du ing he c isis. This was e lec ed in he dynamics o he
olumes o sold p in ing p oduc s, which o he pe iod
2015-2023 is p esen ed in Figu e3.
0
10
20
30
40
50
60
70
2019 2020 2021 2022 2023
Pe cen age a io
Yea
In e ne ad e ising Ad e ising on TV P in ad e s O he ad e s
Figu e 2. Ad e ising ma ke size in e ms o pe cen age o 2019-2023
Sou ce: composed by he au ho s based on A. Semenyuk & I. Bagmu (2024)
Figu e 3. Ad e ising ma ke size in e ms o pe cen age o 2019-2023
Sou ce: composed by he au ho s based on O.P. Bu enkoe al.(2024)
8.02 9.06 9.88
11.87 11.71 10.2
12.6
11.512.1
0
2
4
6
8
10
12
14
2015 2016 2017 2018 2019 2020 2021 2022 2023
Volume o sold p in ing p oduc s, in UAH billion
Based on he p esen ed da a, we can see ha he olume
o sold p in ing p oduc s inc eased by 50% om 2015 o
2021, eaching a maximum alue o UAH12.6billion. This
g ow h indica es a g adual eco e y o he indus y despi e
he c isis phenomena. Howe e , om 2021 onwa ds, he e
is a decline in sales olume, eaching UAH11.5billion in
2022 and eco e ing sligh ly o UAH12.1billion in 2023.
This con adic ion be ween inc easing sales olume and
dec easing p o i abili y is a ibu ed o changes in p oduc
mix and ising p oduc ion cos s. P in ing companies a e
acing ising p ices o aw ma e ials and logis ics cos s,
which has led o lowe ma gins. Addi ionally, despi e he
g ow h in sales olumes, p o i ma gins a e declining due
o high demand o cheape p oduc s such as packaging
and labels, which, al hough p oduced in high olumes, a e
less p o i able han adi ional p in ing p oduc s. Thus, he
g ow h o sales olumes does no always co ela e wi h he
g ow h o p o i abili y o companies. In o de o e u n
he p e ious p oduc ion olumes, o a leas o inc ease
he cu en indica o s, hus ensu ing p o i abili y and

Publishing business VS he In e ne ...
Uni e si y Economic Bulle in | Vol. 20, No. 1
44
e iciency o en e p ises, i is necessa y o c ea e a supply.
To sol e his p oblem, i is ad isable o use he possibili ies
o In e ne -mechanisms.
The in luence o he In e ne has no only a ec ed
he economic componen s o he p ocess o implemen-
a ion o p in ing en e p ises, bu also caused he need
o ans o m ma ke ing s a egies. Thus, he de elopmen
o a new ma ke ing s a egy can be conside ed as an ad-
di ional elemen o inding ways o imp o e he e icien-
cy o publishing and p in ing en e p ises in he cu en
condi ions o digi al ans o ma ion o he ma ke . One
o he me hods used o his pu pose is SWOT-analy-
sis. I is based on he iden i ica ion o in e nal s eng hs
and weaknesses o he company, as well as h ea s om
he ex e nal en i onmen in a new ma ke o a ma ke
wi h signi ican changes, and he subsequen compa i-
son o s eng hs and weaknesses wi h oppo uni ies and
h ea s. Wi hin he amewo k o his esea ch s udy, a
SWOT-analysis was ca ied ou , showing he ways o de-
elopmen o he p in ing indus y o Uk aine (Table1).
S eng hs Weaknesses
possibili y o in oducing inno a i e ac i i ies
p in ing o ad e ising p oduc s
low le el o compe i ion
con enien logis ics
p oduc ion o non-s anda d p oduc s
loss o a ge audience caused by he de elopmen and sp ead
o he In e ne
long lead imes
low economic e iciency
Oppo uni ies Th ea s
publishing o p emium p oduc s o collec ing
go e nmen suppo ( ende s, compe i ions, g an s)
de elopmen and expansion o he ange
o p in ed ad e ising p oduc s
implemen a ion o SEO-p omo ion and SMM-p omo ion
coope a ion wi h In luence s (opinion leade s)
 ising cos s o aw ma e ials and hei deli e y
de elopmen o he In e ne , leading o he comple e
discon inua ion o p in ed news publica ions
changes in he ma ke o main consume s
dec easing sol ency o he popula ion
declining demand o adi ional p in ing
pandemics, c ises and un o eseen wo ld changes
Table 1. SWOT-analysis o p ospec s o de elopmen o p in ing en e p ises
Sou ce: composed by he au ho s based on A. Semenyuk & I. Bagmu (2024)
The weaknesses and h ea s o he indus y include
he uns able si ua ion wi h he economic and poli ical s a e
o he coun y (Hamil on,2020). One o he main h ea s
o he unc ioning and de elopmen o he indus y is he
popula isa ion o he In e ne . The Wo ld Wide Web co e s
all sec o s o economic ac i i y and b ings abou a ca dinal
es uc u ing o he en i e business en i onmen . Despi e
his, he p in ing indus y en e p ises ha e a chance o u n
his h ea in o an ad an age by ying o ind ways o in-
e ac wi h i . Wi hin he amewo k o his in e ac ion, he
p in ing indus y en e p ises can ge addi ional consum-
e demand. This will be possible due o he co ec ly buil
ma ke ing s a egy o p oduc ion and implemen a ion o
SEO and SMM- echnologies. In e ac ion can s a small,
including he ec ui men p ocess, ad e ising o en e -
p ises o expand he consume ma ke and ind new a ge
audiences, online shops, which can also become consum-
e s o p in ing p oduc s. The main consume s o p in ing
p oduc s a e indus ial, ood, pha maceu ical, cosme ic
and alcoholic p oduc s.
The s eng hs o Uk ainian p in ing companies include
he possibili y o in oducing inno a i e echnologies such
as lexog aphic and digi al p in ing. Addi i e manu ac-
u ing, which is a a he p omising echnology wi h g ea
de elopmen po en ial, can also be conside ed as a po en-
ial a ea o de elopmen . S udies by R.Godinae al.(2020)
p o ed ha 3D p in ing can con ibu e o he sus ainabil-
i y o manu ac u ing sys ems due o i s po en ial o op i-
mise ma e ial consump ion, c ea e new shapes, cus omise
designs and educe p oduc ion ime, which oge he will
signi ican ly change some al eady exis ing business mod-
els in he nea u u e. Ad ances in echnology in p oduc-
ion will enable p in ing companies o ealise signi ican
economic bene i s, sho en p oduc ion imes and imp o e
hei compe i i e posi ion. Also, an impo an indica o o
he indus y’s p ospec s is he abili y o p oduce non-s and-
a d p oduc s o di e en shapes and sizes in any olume,
p oduc ion o p emium and collec ible p oduc s (limi ed
edi ion gi books and so on).
Taking in o accoun mode n ends, he sphe e o pol-
yg aphy should be modi ied and adjus ed o he ma ke .
Polyg aphic en e p ises should ocus on echnological de-
elopmen and in oduc ion o inno a ions in p oduc ion,
as well as ind ways o in e ac wi h he Wo ld Wide Web
and elec onic p omo ion mechanisms. I is necessa y o
op imise he company’s ac i i ies: he de elopmen o ad-
e ising and ma ke ing s a egies, including he es ablish-
men o p omo ion channels, will help o expand he cus-
ome base and inc ease he numbe o p oduc s.
Acquain ance wi h he scien i ic wo ks o o he e-
sea che s, wi hin he amewo k o he s udied issue, ga e
g ounds o belie e ha in he condi ions o economic and
poli ical ins abili y, in oduc ion o mode n ools, digi al
ans o ma ion, and digi alisa ion in he indus y, as well
as he de elopmen o he In e ne , he ma ke o p in ing
se ices unde goes changes and loses he o me olumes
o p oduc ion, as a esul , loses p o i . Taking in o accoun
he p ocess o digi alisa ion and he de elopmen o online
Uni e si y Economic Bulle in | Vol. 20, No. 1
Kuche enko & Kos yk
45
business mechanisms, i is wo h no ing ha inno a ion
is one o he main elemen s o he compe i i e s uggle.
Cons an analysis o he impac o In e ne echnologies
on he publishing business and he sea ch o op ions o
imp o e he coun y’s p in ing indus y in ol es cons an
moni o ing o he s a e o he indus y, as well as sys em-
a ic s udy o in e na ional expe ience, among o he hings
(Ruidong & Jun,2021).
Speaking abou he p ospec s o he de elopmen o
indus y, including he p in ing indus y, scien is s empha-
sise he need o implemen Indus y4.0 echnology. The
concep o Indus y4.0, which de ines he le el o e olu-
ion o p oduc ion, equi es a esponsible app oach on he
pa o all pa icipan s in p oduc ion, including he op
managemen o en e p ises and quali ied pe sonnel. The
ounda ion o he concep is based on he iden i ied d i -
e s and ba ie s o his echnological ans o ma ion. The
concep o Indus y4.0 is conside ed along i e business
dimensions: s a egic, o ganisa ional, echnological, legal
and e hical (Ghadgee al.,2020). In pa icula , R.Godi-
nae al.(2020) belie e ha his echnology will ake he
indus ial ma ke o he nex le el. Wi hin he p in ing in-
dus y, his model will help o educe cos le els and enable
he p oduc ion o echnically mo e complex p oduc a i-
an s, h ough he apid and ela i ely inexpensi e de elop-
men o pho og aphic pla es, clichés and dies o die-cu -
ing p oduc s. The p oposal o ind new op ions o he
de elopmen o p in ing companies is jus i ied, because he
p oduc ion capaci y o he p in ing house is almos always
used mo e han 100%, which means ha i is necessa y o
look o addi ional ools o simpli y he p oduc ion p ocess.
Chinese esea che s P.-H.Wange al.(2019), in addi-
ion o implemen ing Indus y4.0 echnology, p opose o
apply neu al ne wo ks in he p ocess o p edic ing he pe -
o mance o en e p ises, he eby se ing a ec o o he use
o he In e ne and digi al echnologies a all s ages o en-
e p ise unc ioning. In hei opinion, his will inc ease he
accu acy o o ecas s and op imise p oduc ion and ma ke -
ing p ocesses, which is especially impo an in a dynami-
cally de eloping ma ke . As a esul , en e p ises will be able
o espond mo e quickly o changes in demand and be e
manage hei esou ces, which will con ibu e o imp o ing
hei compe i i eness.
In u n, esea che M.Salwin(2021) alks abou he
need o implemen P oduc -Se ice Sys em (PSS) echnol-
ogy. This sys em is an in eg a ed business model in which
companies o e cus ome s no jus a physical p oduc ,
bu a ange o se ices ha may include echnical suppo ,
main enance, s a aining and o he se ices ha add al-
ue o he p oduc o he consume . M.Salwin belie es ha
he in oduc ion o his echnology o he p in ing indus-
y has an ex emely posi i e e ec , ex ending he li ecycle
o equipmen , as p in e s will ecei e comp ehensi e main-
enance and op imisa ion se ices. This will help businesses
o minimise main enance cos s, as well as cus omise equip-
men o mee speci ic needs, helping o imp o e compe i-
i eness and business esilience in a changing ma ke .
Many schola s s a e ha i was he de elopmen o
he In e ne ha caused he decline in demand o p in -
ed p oduc s and he c isis in he popula i y o p in ing
en e p ises. A.D ogo oz(2018), in his esea ch, no es a
s eady endency o educe consume in e es in adi ional
p in ed publica ions, which nega i ely a ec s he economy
o p in ing companies. Such dynamics a e con i med by
G.Gamp ellise al.(2021) and L.H.A.Am ie al.(2022),
who eco d a dec ease in he ou pu o p in ing p oduc s.
The dec ease in demand is associa ed wi h he ac i e an-
si ion o consume s o digi al media o ma s, which makes
adi ional p in publica ions less in demand.
Howe e , he p in ing indus y has he abili y o adap
and in e ac e ec i ely wi h he In e ne , despi e he ba -
ie s and di icul ies encoun e ed. Fo any business, in-
cluding he p in ing indus y, along wi h he quali y o i s
p oduc s, p omo ing hese p oduc s online and building a
epu a ion is o en he key o success, claimed by J.M.To-
masena(2019). Such p omo ion has se e al signi ican ad-
an ages, hese include:
signi ican use audience;
 he a e age cos o business de elopmen in he on-
line en i onmen , including he c ea ion o a company im-
age and p omo ional ools, is lowe han wi h adi ional
ad e ising me hods;
 he p ocess o digi alisa ion helps in cos sa ings;
inc eased b and alue and consume awa eness;
 he In e ne ac s as a uni e sal and con enien chan-
nel o in e ac ion wi h cus ome s and pa ne s.
Resea che E. Kasumo a (2020) insis s on he need
o build he p ocess o implemen a ion o publishing and
p in ing en e p ises in in e ac ion wi h he In e ne , as well
as wi h he use o In e ne echnologies, including he de-
elopmen o In e ne ma ke ing. E.Kasumo a emphasises
ha he in e ac ion o p in ing en e p ises wi h he In e ne
should be exclusi ely wi hin he amewo k o ein o cing,
eminding and ad e ising unc ions. The esea che be-
lie es ha he de elopmen o an In e ne -o ien ed ma ke -
ing plan should include s a egies o p omo ing p oduc s
in he global ne wo k, ad e ising, and he p ocess o man-
aging he communica ion mechanism (communica ion
wi h consume s). These ecommenda ions a e absolu ely
ele an as he implemen a ion o in e ne ma ke ing plays
an impo an ole in he business model o en e p ises, in-
cluding hose in he p in ing indus y. In e ne ma ke ing,
p o iding a comple e s a is ical pic u e o he e ec i eness
o selec ed ma ke ing campaigns, allows companies, in eal
ime, o espond o changes in he s uc u e o supply and
demand, o o e new solu ions and a ac new cus ome s.
This o m o in e ac ion o publishing and p in ing indus-
y en e p ises wi h he In e ne is e ec i e.
Ano he niche, p ac ically no used in Uk aine, bu
po en ially able o ha e a posi i e impac on he s a e o
p in ing en e p ises, is he popula isa ion o p oduc s and
companies hemsel es h ough blogge si es on he In e -
ne . This is also he opinion o P.McIn y ee al.(2023).
The esea che s belie e ha coope a ion and coope a ion
Publishing business VS he In e ne ...
Uni e si y Economic Bulle in | Vol. 20, No. 1
46
wi h opinion leade s, so-called In luence s, is a powe ul
addi ional ad e ising channel o p omo e p in ing p od-
uc s and inc ease demand o hem. Adop ing he posi i e
in e na ional expe ience, Uk ainian publishing companies
can inc ease he numbe o p oduc s by publishing he-
ma ic li e a u e by popula and au ho i a i e pe sonali ies.
Such coope a ion will help p in ing companies o inc ease
he olume o p in ed publica ions and inc ease p o i s, and
In luence s– o inc ease quo abili y in mass media and ge
an addi ional sou ce o income.
The In e ne has had a signi ican impac on he
p in ing indus y, causing a decline in demand o p in
publica ions and a dec ease in ou pu . A he same ime,
digi alisa ion p o ides new oppo uni ies o businesses
ha a e eady o adap o changing ma ke condi ions by
in oducing mode n echnologies and e ising ma ke ing
s a egies, inding new poin s o in e ac ion wi h bo h
supplie s o ma e ials and equipmen and consume s o
p oduc s h ough he global ne wo k. Thus, he indus y’s
p ospec s will depend on he abili y o en e p ises o in-
eg a e inno a i e solu ions and ind a balance be ween
adi ional and digi al o ma s.
CONCLUSIONS
Acco ding o he esul s o he s udy, he impac o he
Wo ld Wide Web on he ac i i ies o p in ing en e p ises,
in many espec s, has been nega i e, causing signi ican c i-
sis phenomena in he indus y. Bu a he same ime, he
ools and oppo uni ies o e ed by he In e ne and digi-
al echnologies in gene al, ha e a signi ican po en ial o
mode nisa ion and de elopmen o p in ing p oduc ion
in Uk aine. The esul s ob ained in he cou se o he e-
sea ch p o ide g ounds o he ollowing conclusions. The
p in ing indus y in Uk aine is expe iencing a c isis. I was
ound ha om 2015 o 2023 he numbe o en e p ises
in he p in ing indus y o Uk aine dec eased by 23%– o
3.72 housand uni s. Mo e han 20% o he en e p ises o
he indus y ha e low inancial pe o mance indica o s.
The si ua ion is caused by a ious economic, social and po-
li ical p oblems, as well as he inc easing in luence o he
Wo ld Wide Web on global ends, and pa icula ly he
p in ing indus y. In pa icula , a signi ican p opo ion o
people a ou elec onic media; he sha e o online ad e -
ising in he Uk ainian ad e ising ma ke has g own om
50% in 2020 o a dominan posi ion in 2023, displacing
p in ad e ising, which occupies only 13% o he ma ke .
The ou pu o p in ed polyg aphic p oduc s has dec eased
in olume, and he main emphasis in he asso men policy
has shi ed om ic ion and news li e a u e, o he p oduc-
ion o ad e ising and packaging p oduc s.
SWOT-analysis e ealed he main h ea s o he in-
dus y: uns able economic and poli ical si ua ion, ull-
scale wa on he e i o y o Uk aine, popula isa ion o he
In e ne . A he same ime, he oppo uni ies o he de-
elopmen o he p in ing indus y we e iden i ied, which
a e exp essed in he in oduc ion o inno a i e p in ing
echnologies, he de elopmen o packaging and labels
p oduc ion, and he use o In e ne ma ke ing. Among he
op ions o in e ac ion wi h he la es echnologies and he
In e ne , he mos p oduc i e is conside ed o be he in o-
duc ion o inno a i e sys ems in o he p ocess o p in ing
p oduc ion, including Indus y 4.0 p oduc ion sys ems,
‘P oduc -Se ice’ managemen sys ems and neu al p edic-
ion mechanisms. The s udy also highligh ed he easibili-
y o de eloping addi i e manu ac u ing and coope a ion
wi h in luence s o expand hei own ad e ising capabili-
ies and p omo e hei p oduc s.
Thus, he s udy demons a ed he need o he Uk ain-
ian p in ing indus y o adap o new ma ke condi ions
h ough he in oduc ion o inno a ions and ac i e use o
In e ne echnologies o ma ke ing and business de elop-
men . In u u e esea ch i is ad isable o analyse e ec i e
ways o in ol ing a i icial in elligence in he de elopmen
o p in ing en e p ises in Uk aine. This would help iden i y
p ac ical ools o mode nising p oduc ion p ocesses and
imp o ing se ice deli e y. Ul ima ely, such ad ancemen s
a e essen ial o enhancing he indus y’s compe i i eness
and secu ing i s long- e m sus ainabili y in bo h domes ic
and in e na ional ma ke s.
ACKNOWLEDGEMENTS
None.
FUNDING
The s udy was no unded.
CONFLICT OF INTEREST
None.
REFERENCES
[1] All-Uk ainian Ad e ising Coali ion. (2024). Re ie ed om h ps:// k.o g.ua/abou - k.h ml.
[2] Am i, L.H.A., Fa ani, D.B., Ali, N.A.M., & Anwa , R. (2022). The challenges and s a egies o p in ing indus y.
In H.D. Rahmayan i, M. Nug aha, M. Riana & Y. Khai unisa (Eds.), P oceedings o he i s Jaka a in e na ional
con e ence on mul idisciplina y s udies owa ds c ea i e indus ies (Vol. 16, pp. 354-361). Jaka a: CCRE.
[3] B uyaka, Ya.V. (2024). The p oblem o he de elopmen o digi al compe ences o specialis s in he p in ing ield in
he condi ions o non- o mal educa ion. Educa ional Discou se, 1(48), 72-80.
[4] Bu enko, O.P., Chupy , O.M., & Malakho , V.A. (2024). Analysis o he s a e and de elopmen ends o he book
ma ke o Uk aine. E ec i e Economy, 1. doi:10.32702/2307-2105.2024.1.19.
[5] D ogo oz, A. (2018). S a egic p oblems o publishing and p in ing en e p ises. In ХІІ All-Uk ainian s uden ’s
scien i ically p ac ical con e ence “Ac ual p oblems o economic de elopmen o en e p ises o p in ing and p in ing
houses” (pp. 5-7). Kyi : KPI.
Uni e si y Economic Bulle in | Vol. 20, No. 1
Kuche enko & Kos yk
47
[6] Gamp ellis, G., Poli is, A., So ias, I., Tsigonias, A., Voni sanos, G., Tsigonias, M., & Mac o, K.L. (2021). Challenges
o he p in ing indus y in he mode n digi al and me a-pandemic e a. Ad ances in P in ing and Media Technologies.
P in ing Technologies – De elopmen and T ends, 47(2A), 10-28.
[7] Ghadge, A., E Ka a, M., Mo adlou, H., & Goswami, M. (2020). The impac o Indus y 4.0 implemen a ion on supply
chains. Jou nal o Manu ac u ing Technology Managemen , 31(4), 669-686. doi:10.1108/JMTM-10-2019-0368.
[8] Godina, R., Ribei o, I., Ma os, F., Fe ei a, B.T., Ca alho, H., & Peças, P. (2020). Impac assessmen o addi i e
manu ac u ing on sus ainable business models in Indus y 4.0 con ex . Sus ainabili y, 12(17), a icle numbe 7066.
doi:10.3390/su12177066.
[9] Hamil on, J. (2020). The s a egic change ma ix and business sus ainabili y ac oss COVID-19. Sus ainabili y, 12(15),
a icle numbe 6026. doi:10.3390/su12156026.
[10] He, M. (2019). Resea ch on he s a us quo and de elopmen o digi al p in ing echnology. Jou nal o Physics:
Con e ence Se ies, IOP Publishing, 1168(2), a icle numbe 022037. doi:10.1088/1742-6596/1168/2/022037.
[11] Kachma , S. (2023). De elopmen o he publishing and p in ing indus y in Uk aine. Scien i ic Pe spec i es, 12(42),
200-213.
[12] Kasumo a, E. (2020). The use o In e ne ma ke ing elemen s in he ac i i ies o p in ing companies. In Inno a i e
de elopmen and secu i y o en e p ises in a neo-indus ial socie y. V Sec ion “Managemen and ma ke ing o business
s uc u es in he neo-indus ial economy” (Vol. 1, pp. 637-638). Lu sk: Lesya Uk ainka Volyn Na ional Uni e si y.
[13] Kulchy ska, Kh.B., & Semeni , M.R. (2023). Choice o echnology o p in ing en e p ises Wi h he help o dynamic
p og amming. Polyg aphy and Publishing, 1(85), 123-133.
[14] K asko, A., & Sukho uko a, O. (2023). The s a e and de elopmen ends o he publishing and p in ing indus y o
Uk aine. Economy and Socie y, 51. doi:10.32782/2524-0072/2023-51-42.
[15] Ma ke e .ua. (n.d.). Re ie ed om h ps://ma ke e .ua/ua/.
[16] McIn y e, P., Ke igan, S., Ful on, J., King, E., & Williams, C. (2023). Publishing. In C ea i i y and c ea i e indus ies in
egional Aus alia. Palg a e s udies in c ea i i y and cul u e (pp. 273-298). Cham: Palg a e Macmillan. doi:10.1007/978-
3-031-45972-6_11.
[17] Minis y o Economy o Uk aine. (n.d.). Re ie ed om h ps://me.go .ua/?lang=uk-UA.
[18] Minis y o Finance o Uk aine. (n.d.). Re ie ed om h ps://mo .go .ua/uk/.
[19] Reklamas e . (n.d.). Re ie ed om h ps:// eclamas e .com.ua/ua/.
[20] Ruidong, W., & Jun, M.A. (2021). S a us and u u e de elopmen p ospec s o CSP. IOP Con e ence Se ies: Ea h and
En i onmen al Science, 687(1), a icle numbe 012088. doi:10.1088/1755-1315/687/1/012088.
[21] Salwin, M. (2021). Design o p oduc -se ice sys ems in p in ing indus y. Lappeen an a: LUT Uni e si y P ess.
[22] Semenyuk, A., & Bagmu , I. (2024). Publishing ac i i ies: Main di e ences in he wo k o Uk ainian and Ame ican
publishe s. Uni e sum, 4, 127-134.
[23] Shapo alo , O. (2024). Challenges and ends o he publishing and p in ing indus y. Cu en Issues in Mode n
Science, 7(25), 130-139. doi:10.52058/2786-6300-2024-7(25)-130-139.
[24] S a e S a is ics Se ice o Uk aine. (n.d.). Re ie ed om h ps://www.uk s a .go .ua/.
[25] Tomasena, J.M. (2019). Nego ia ing collabo a ions: BookTube s, he publishing indus y, and YouTube’s ecosys em.
Social Media+ Socie y, 5(4). doi:10.1177/2056305119894004.
[26] Wang, P.-H. Lin, G.-H. & Wang, Y.-C. (2019). Applica ion o neu al ne wo ks o explo e manu ac u ing sales
p edic ion. Applied Sciences, 9(23), a icle numbe 5107. doi:10.3390/app9235107.