SPECIFICITY OF THE PRINT MEDIAMARKET OF UKRAINE IN THE CONTEXT OF THE GENERAL STATE OF THE MEDIA ECONOMY (2000 – JULY 2022)

In scientific research, an analysis of the state of the media market in Ukraine, in particular the print media market of the last twenty years, was carried out. Crisis periods of media development are singled out, in particular, special attention is paid to the COVID-19 pandemic and the period of modernity that the state is experiencing since February 24, 2022 – the full-scale invasion of Russia into Ukraine. The war caused a new configuration of the mass media market of Ukraine. In addition to the catalysts of sharp changes in the print media market of Ukraine, the specifics of the general state of the media market, factors that significantly affect the development trends of the general media market have been identified: digitization, destruction of logistics, periodicals, the outflow of advertisers from traditional media, rising prices for raw materials, lack of consumer culture subscription information because there is a free alternative. The format of work of the Ukrainian media in the first three months of the war is characterized by certain features: 24/7 working mode, psychological pressure, change of media product, change of business model of newsrooms, change of content, change of message to audience, change of funding sources.