Українська English

DOI: https://doi.org/10.37222/2524-0315-2019-11(27)-2

Iryna Zhevazhenko, Junior Researcher in Department of Scientific Biblio­graphy, Vasyl Stefanyk National Scientific Library of Ukraine in Lviv

Promotion on the pages of book science periodicals in Galician of the 1920-1930s

Abstract:

The article examines the theoretical principles of promotion as a component of publishing marketing. Much attention is focused on analyzing the concepts of PR, promotion, propaganda and branding as effective methods of promotion in book publishing. The term «publishing promotion» is proposed in the course of the research, as it covers the whole range of promotional activities aimed at promoting both the subjects and the objects of book publishing.

The article shows the main channels of promotion and its place and role in the distribution of the Ukrainian books on the pages of book science periodicals in Galician of the 1920–1930s. Quotations illustrate the basic means of publishing promotion of the period under review (reviews, bibliographic reviews, announcements of book exhibitions and fairs, etc.).

The focus is on the activities of the scientific and cultural educational institutions of the time («Prosvita» Society, NTSh in Lviv, «Ukrainian Society of Bibliophiles in Lviv», etc.), who played a key role in the development of publishing promotion in the 20–30’s of the twentieth century.

Keywords: publishing marketing, promotion, book exhibition, review.

Full text

References:

  1. Avtor hovoryt z chytachem (1937). Dilo, 21, p. 9. [in Ukr.].
  2. Antonyk, O. V., & Zholdak, O. O. (2014). Knyzhkovi konkursy yak za­sib aktyvizatsii popytu na knyzhkovu produktsiiu. Polihrafiia i vydav­nycha sprava, 3. pp. 73-81. [in Ukr.].
  3. B. Z. [Zaklynskyi, B.]. (1922). Obminna torhovlia knyzhkamy. Knyzhka, 8-10, p. 119. [in Ukr.].
  4. Bykovskyi, L. (1922). Knyhovzhyvannia. Ukrainske knyhoznavstvo: orhan Hurtka bibliolohiv pry Ukrain. Hospod. Akad v Ch.S.R. Podiebrady. Zb. 2, pp. 4-19. [in Ukr.].
  5. Bykovskyi, L. (1922). Ukrainska bibliohrafiia na emihratsii: (Zamitky). Uk­rainske knyhoznavstvo: orhan Hurtka bibliolohiv pry Ukrain. Hospod. Akad v Ch.S.R. Podiebrady. Zb. 1, 32, [1] p. [in Ukr.].
  6. Butryn, M. L. (2003). Ukrainska knyhotorhovelna bibliohrafiia: posibnyk. Kyiv: Vyd. tsentr «Akademiia», 78, [2] p. [in Ukr.].
  7. Beiverstok, E. (1999). Knyzhnyi marketynh. SPb.: BKhV-Sankt-Peterburh, 336 p. [in Ukr.].
  8. Vystava knyzhky i drukovanoho slova v Zbarazhi y poviti. (1927). Dilo, 234, p. 4. [in Ukr.].
  9. Vid redaktsii. (1921). Knyzhka, 1. pp. 1-2. [in Ukr.].
  10. Vlodarchyk, Ya. (2002). Marketyng u vydavnychii spravi: fantaziia chy diisnist. (O. Hirnyi, Trans). Lviv: Kalvariia, 143 p. [in Ukr.].
  11. (hal). (1937). Literaturnyi yarmarok: tsikava impreza t-va ukrainskykh bibliofiliv. Dilo, 24, p. 4. [in Ukr.].
  12. Halushchynskyi, M. (1927). Knyzhka i yii misiats. Dilo, 220, p. 1. [in Ukr.].
  13. Do vsikh filii i chytalen T-va «Prosvita» v kraiu. (1927). Dilo, 201, p. 4. [in Ukr.].
  14. Ekonomichna literatura, podav prof. I. Shymonovych. (1925). Bibliotech­nyi poradnyk, 1, pp. 12-16. [in Ukr.].
  15. Iezhyzhanska, T. (2017). PR-komunikatsii vydavnytstv yak obiekt nau­kovoi retseptsii. Intehrovani komunikatsii, 3, pp. 35-44. [in Ukr.].
  16. Zaikyn, V. [Retsenziia]. Nash Svit, 4, p. 12. Rets. na kn.: Shymonovych, I. (1923). Istoriia politychnoi ekonomii: (skorochenyi kurs lektsii). Lviv: Rusalka, 144 p. [in Ukr.].
  17. Zelinska, N. (2013). «Nauka baiduzha do biohrafii svoikh tvortsiv…»: vybrani tvory. Lviv: Ukr. akademiia drukarstva, 408 p. [in Ukr.].
  18. I. M. [Matiiv, Ivan?]. (1927). Vystava ukrainskoi knyzhky i presy v Sta­nyslavovi. Dilo, 249, p. 3. [in Ukr.].
  19. I-a. [Chepyha, Ivan]. (1921). Zakladaite kooperatyvni knyharni! Knyzh­ka, 3, pp. 42-43. [in Ukr.].
  20. Kivshar, T. (1996). Ukrainskyi knyzhkovyi rukh yak istorychne yavyshche (1917–1923 rr.). Kyiv: Lohos, 340 p. [in Ukr.].
  21. Kliuchkovska, H. (1999). Pablisyti: mas-media ta avtor yak skladovi knyzh­kovoi promotsii. Ukrainska periodyka: istoriia i suchasnist: dop. ta povidoml. piatoi Vseukr. nauk.-teoret. konf. 27-28 lystop. 1998. Lviv, pp. 435-449. [in Ukr.].
  22. Kliuchkovska, H. M. (2000). Knyzhkova promotsiia yak vzaiemodiia knyzh­kovoi spravy ta ZMI (zasady formuvannia ukrainskoi modeli). Extended abstract of candidate’s thesis. Kyiv, 20 p. [in Ukr.].
  23. Kohut, S. (2003). Knyzhka (1921–1923): Vistnyk ukrainskoho knyzhko­voho rukhu: syst. pokazhch. zmistu. Lviv, 98 p. [in Ukr.].
  24. Kopystynska, I. (2018). Reklamno-informatsiina polityka vydavnytstv u pershe desiatylittia nezalezhnosti Ukrainy. Ukrainskyi informatsiinyi prostir, 1, pp. 242-252. [in Ukr.].
  25. Kopystynska, I. M., & Hrynivskyi, T. S. (2015). Zasoby promotsii knyzh­kovykh vydan: dosvid nezalezhnoi Ukrainy. Naukovi zapysky [Ukrainskoi akademii drukarstva], Seriia: Sotsialni komunikatsii, 1, pp. 37-46. [in Ukr.].
  26. Koroliuk, N. Ya. (2015). Osoblyvosti formuvannia i prosuvannia vydav­nychoho brendu. Naukovi zapysky [Ukrainskoi akademii drukarstva], Seriia: Ekonomichni nauky, 2, pp. 78-86. [in Ukr.].
  27. Kravtsiv, B. (1927). Vystava staroi knyzhky v «Natsionalnomu Muzeievi». Dilo, 237, pp. 4-5. [in Ukr.].
  28. Kuzhel, L. (2010). Bibliohrafiia zakhidnoukrainskoi knyhy 30-kh rokiv ta ukrainskoi emihratsiinoi knyhy 40-kh rokiv XX st. Bohdana Romanen­chuka. Bibliohrafichna komisiia Naukovoho tovarystva imeni Shevchenka u Lvovi (1909–1939): napriamy diialnosti ta postati: zb. nauk. prats. Lviv, pp. 221-240. [in Ukr.].
  29. Literaturnyi yarmarok. (1937). Ukrainska Knyha, II, p. 65. [in Ukr.].
  30. Lomnytskyi, I. (1923). Soiuz ukr. knyharen i nakladen. Knyzhka, 1-5, pp. 9-10. [in Ukr.].
  31. Mykytyn, T. I. (2011). Knyzhkovi vystavky i yarmarky v Ukraini u sy­stemi propahuvannia knyhy ta chytannia. Polihrafiia i vydavnycha spra­va, 2. pp. 59-64. [in Ukr.].
  32. Nashe zavdannia. (1925). Bibliotechnyi poradnyk, 1, pp. 1-4. [in Ukr.].
  33. Nova orhanizatsiia: Zahalni zbory «Soiuzu ukrainskykh nakladen i knyharen». (1926). Dilo, 82, p. 3. [in Ukr.].
  34. O. K. (1922). [Retsenziia]. Knyzhka, Chys. 1-3, p. 31. Rets. na kn.: Pav­liuk, A. (1922). Neznaioma: uryvky iz zapysnyka. Lviv; Kyiv: Rusalka, 39, [1] p. (Literaturna Biblioteka «Rusalky»; 15). [in Ukr.].
  35. 35. P. [Pelenskyi, Ye. Yu.]. (1937). [Retsenziia]. Ukrainska Knyha, 9-10, p. 220. na kn.: Hrynevycheva, K. (1936). Shestykrylets: istorychni narysy (2nd ed.). Lviv: Obrii, 184 p. [in Ukr.].
  36. P. [Pelenskyi, Ye. Yu.]. (1938). [Retsenziia]. Ukrainska Knyha, 8-10, p. 156. Rets. na kn.: Parfanovych, S. (1937). Tsina zhyttia: narysy. Lviv, 250 p. [in Ukr.].
  37. Proty vydavnychykh zlovzhyvan: komunikat. (1926). Dilo, 260, p. 4. [in Ukr.].
  38. Ohar, E. I. (1997). Realii ta perspektyvy ukrainskoho knyzhkovoho rynku (Pro informatsiinyi marketynh. I ne lyshe pro noho…): zb. st. i materialy Kruhloho stolu «Rozvytok informatsiinoho marketynhu na knyzhkovomu rynku Ukrainy» Lviv: «Az-Art», 144 p. [in Ukr.].
  39. Rybchynska, N. A. (2000). «Knyzhka» (1921–1923): istoryko-knyhoznav­chyi aspekt. Zapysky Lvivskoi naukovoi biblioteky im. V. Stefanyka: [zb. nauk. prats]. Lviv, 7/8, pp. 121-136. [in Ukr.].
  40. Siropolko, S. (1921). Knyhotorhovlia ta yii potreby. Knyzhka, 4-6, pp. 76-77. [in Ukr.].
  41. Skiban, O. I. (2016). Suchasni tekhnolohii knyzhkovoi promotsii v as­pekti mas-mediinoi vzaiemodii. Polihrafiia i vydavnycha sprava, 2, pp. 199-207. [in Ukr.].
  42. Skochynets, O. I. (2011). Elektronni media v konteksti yikh zaluchennia do realizatsii aktsii knyzhkovoi promotsii: sproba typolohichnoho analizu. Naukovi zapysky [Ukrainskoi akademii drukarstva], Seriia: Sotsialni ko­munikatsii, 4, pp. 152-161. [in Ukr.].
  43. Statut Soiuzu ukrainskykh nakladen i knyharen. (1926). Lviv: nakladom «Soiuzu Ukrainskykh Nakladen i Knyharen». 12, [1] p. [in Ukr.].
  44. Sudyn, A. Yu. (2006). Zastosuvannia metodiv propahandy, pablik rileishnz, promotsii v knyzhkovii spravi zasobamy ZMI. Polihrafiia i vydavnycha sprava, 4, pp. 50-55. [in Ukr.].
  45. Sudyn, A. Yu. (2008). Neoplachuvani pryiomy reklamy u knyzhkovii spra­vi. Polihrafiia i vydavnycha sprava, 1, pp. 102-108. [in Ukr.].
  46. T. Z. (1921). [Retsenziia]. Knyzhka, 3, pp. 57-58. Rets. na kn. Levytskyi, O. (1921). Halytska Armiia na Velykii Ukraini: (Spomyny z chasu vid lypnia do hrudnia 1919). Wien, 194 p. (Ukrainski memuary). [in Ukr.].
  47. Teremko, V. I. (2009). Vydavnychyi marketynh: navch. posibnyk. Kyiv: Akademvydav, 272 p. [in Ukr.].
  48. Ternopilskyi, Yu. (1974). Ukrainska presa z perspektyvy 150-littia. Jersey City: Vydavnytstvo M. P. Kots, 174, [1] p. [in Ukr.].
  49. Tyzhden knyzhky v Berezhanakh. (1927). Dilo, 234, p. 4. [in Ukr.].
  50. Tymoshyk, M. (2006). Knyha dlia avtora, redaktora, vydavtsia: prakt. po­sibnyk. Kyiv: Nasha kultura i nauka, 559 p. (Biblioteka vydavtsia, redak­tora, avtora). [in Ukr.].
  51. Chepyha, I. (1923). Vydavnychi vidnosyny v 1923 r.: (tragediia ukr. knyzh­ky). Knyzhka, 6-10, pp. 73-78. [in Ukr.].
  52. Chornii, V. V. (1996). Ukrainske tovarystvo bibliofiliv u Lvovi v 30-kh rr. XX st. // Zapysky Lvivskoi naukovoi biblioteky im. V. Stefanyka: [zb. nauk. prats]. Lviv, 5, pp. 69-75. [in Ukr.].
  53. Shpak, V. (2015). Vydavnychyi biznes v umovakh ukrainskoi derzhavno­sti: monohrafiia. Kyiv: Ekspres-obiava, 391 p. [in Ukr.].