Varenyk V. Socio-communicative approach to trade press editing

In the proposed thesis, the process of preparing trade periodicals is considered to be a set of interconnected social sequential actions for the production and introduction into the informational and communicative circulation of printed and electronic periodicals, which are designed to satisfy the needs of professional readers and contribute to the consolidation of professional communities. It is characterized by how trade periodicals influence professional communication in Ukraine. It was found that Ukrainian trade periodicals mostly act as independent subjects of mass communication that function in the market and society's interests. The object of the research is to examine Ukrainian trade printed and electronic periodicals as entities of the social communications system. The subject of the research is the functional and thematic specificity and applied aspects of editing in modern Ukrainian trade media for attracting a professional audience. The purpose of the work is to find out the methods and approaches to editing industry periodicals, which is a social communication phenomenon, and its impact on professional communication in Ukraine. It was investigated that the historical progress of Ukrainian trade periodicals continues from the time of the appearance of the first printed newspapers and magazines on the territory of Ukraine to the present time. Nowadays, printed magazines and newspapers coexist with trade electronic publications and compete with other information products that satisfy professional requests. It was singled out as one of the most widespread and thematically diverse clusters of trade periodicals in the context of the professional communities for which they function. It is established that the status of the trade press is based on existing scientific concepts. The ethical principles of the functioning of trade media are singled out in the characteristics of trade periodicals as channels of professional communication. The concept of a trade publication is considered a documented plan of the organization of the publication, taking into account its thematic and graphic characteristics, the capabilities of the personnel involved in production, and the competitive environment. The value of promotional communication in the media is determined in terms of whether such communication is suitable for identifying and satisfying reader requests. Crisis and innovative communications are accomplished at improving media functioning. The scientific novelty of the obtained results lies in the fact that for the first time the author's historiography of a trade press in the context of Ukrainian modern journalism is proposed, it is proved that the trade media forms a separate hypertext environment for professional communication around itself; the specifics of editing trade publications were analyzed in accordance with the communication goals of the editorial office; it is proved that trade periodicals function as a separate hypertext environment for professional communication; the dependence of the strategy of the publishing houses of the trade press on the concept of the publication, communication strategy and monetization model was established. The practical significance of the obtained results lies in the fact that research on the interaction of trade periodicals and professional communities is primarily relevant for employees of periodicals aimed at a highly specialized audience, in particular a professional one.