INNOVATION AS INFLUENCE FACTORS FOR READERS ACTIVITY

The article attempts to analyze several key concepts of modern publishing industry, where the emphasis is made on the necessity to pay attention to improving the readers’ activity via innovation. It is determined that reading is a multidisciplinary problem, which has theoretical and practical dimension. The main task of the paper is to comprehend the influence of publishing innovations on improvement of readers’ activity among the population. The research relevance is associated with the necessity for searching ways out of the crisis situation in the publishing industry that has arisen because of the catastrophic decline of interest for reading, which leads to tragic socio-cultural consequences. The existing situation in the publishing industry is related to conservative behavioral publisher’s patterns. Conducting theoretical understanding of new trends in innovation will help publishers find the right strategic decisions to strengthen the position of the book on the market. To achieve this goal the author analyzes the motivational content of individual readers’ practices, identifies the main reasons for the decline of interest in reading, explores innovations that can radically change the attitude to books and reading process. Understanding new trends in innovative activity of representatives of the publishing market takes place now, when the emphasis is made on identifying the value of Internet technologies in business development. The main ways to improve readers’ activity are classified. The main types of innovative stimulus to restore interest in reading are highlighted; the author classifies: technological, ergonomical and communicational. To identify the real causes of the recession of readers’ activity a sociologic poll has been carried out, the results of which allow us to estimate real mood. The author has defined a statement that the book should be perceived by the publisher as a creative entity with complex meanings and architectonic expression. We have found out that to strengthen the role of books in society it is necessary to select and successfully use the optimal tools to find effective publishing solutions, methods and strategies based on knowledge of the models, the practice of reading, receptive effects, and reactions for their behavior. The author approves that strategically valuable aspect of enhancing reading activity of the population should be the design, modeling and stimulation of readers’ responses at all stages of a book life cycle. This research allows arguing, that improvement of the industry is possible with its orientation on innovation, which can be a motivator for development and helps increase the readers’ activity.

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