«ПАЛІТРА ДРУКУ»: МІЖДИСЦИПЛІНАРНИЙ ЖУРНАЛ ДЛЯ «ОДНОДУМЦІВ» КНИГОВИДАВНИЧОЇ ГАЛУЗІ

The purpose of the research is to outline the socio-functional purpose of the analyzed press, in particular its advertising and promotional functions, and the issues and topics relevant for the given period; to reveal the relationship between the typological characteristics of the publication and the genre palette of publications.Research methodology – the research used a complex of scientific methods: historical – to determine the nature of the transformation of the press as an object of study in Ukrainian journalism and press studies; contextual – to study the influence of socio-political, cultural, market factors on the formation of the system of thematic and classification complexes of the magazine; analytical-synthetic processing of information and generalization – to identify typological, functional and structural features of the journal of the outlined subject; content analysis with elements of discursive analysis - to establish the interdependence between typological characteristics and the classification organization of the publication, their content; for the outline and interpretation of an array of texts of various genres and various topics, on the basis of which the main trends in the formation of the contemporary literary and publishing process and the book market in general are considered; comparative - for the analysis of the annual press printing of different years; descriptive-analytical – to identify factors characteristic of the journalistic way of reflecting on the defining phenomena and processes of the contemporary book market; systemic – to determine the place of the analyzed «Print Palette» in the system of book periodicals of the contemporary Ukrainian press in general, its role in forming the foundation for modern thematically specialized media.Results. It is summarized that in 1994, a scientific and practical magazine was founded – «Palette of printing» (Lviv), which turned out to be one of the most durable among the magazines of the «generation of the 1990s»: the publication existed for more than 15 years – until 2006, respectively. And although, together with the monthly publication of the Book Chamber of Ukraine named after Ivan Fedorov «Bulletin of the Book Chamber» founded in 1996, it formed a typological group of periodicals of a scientific and practical nature that is close to the one under study, oriented mostly to specialists of several related specialties: of publishing, printing and book distribution, however, the materials of «Print Palettes» were readily read by non-specialists as well – the «book» subject always attracted its cultural «aura», and many publications were of a popular science rather than a scientific nature. With this in mind, we included the magazine «Palitra Pricha» in the circle of research presses as an example of adaptability to market conditions, effective use of the possibilities of specialized press printing as a carrier of advertising information.Novelty. New approaches to the analysis of the book press of the period of independence are outlined. After all, the book press published in Ukraine during the 1990s and 2000s is an interesting object of research, it is these media that occupy a special place in the history of the Ukrainian press and in the repertoire of press publications.The analysis and study of the magazine «Palitra Pricha» deepens the understanding of the principles of functioning of specialized book-themed mass media in Ukrainian society.Practical value. The obtained results can be used in the educational process in institutions of higher education, which prepare specialists according to the educational programs of the fields 061 «Journalism» and for further scientific investigations regarding the study of the history of book presses of the specified period.Key words: book press, book press printing, specialized press, book subject, cultural subject, printed mass media, target purpose, addressability, genre-thematic characteristics, advertising and promotional functions.