Publishing program: communication bridge and marketing strategy

A modern publisher, in order to be successful, needs proper positioning, which would distinguish it among others, make it noticeable and necessary for the reader, and therefore — in demand in the market. The purpose of the study is to identify the literature that is important and contributes to the formation of personality, which will promoted to create a competitive publishing programs, as components and prerequisites for a successful marketing strategy for Ukrainian publishing houses of intellectual orientation. The theoretical understanding of this problem was based on empirical rapid research with the participation of 223 doctors of science, PhD and other scientists. The materials of the analysis are presented in comparison with the results of others conducted by the authors earlier, in particular among the audience of readers under 25, who confirmed the obvious difference in book interests of different social, professional, age and other groups. The results of the research will contribute to the creation of specific marketing programs by the subjects of publishing in the context of offering the reader sound intellectually important books.