ORGANIZATIONAL AND FINANCIAL ASPECTS OF DISTRIBUTION MANAGEMENT OF DIGITAL CONTENT

In today's crisis conditions caused by military, financial, economic, social, environmental political upheavals and threats, the role of innovative technologies in trade is growing significantly. First of all, this applies to digital distribution in the book trade. Compared to traditional forms of trade, it does not require extensive infrastructure, large production facilities, or numerous staff. This helps to reduce transaction costs, respond more quickly to changing market conditions and simplify access to international trading platforms. However, the further development of digital distribution requires constant monitoring and analysis of global trends, and implementation of the best domestic and foreign practices to ensure efficient management of trading operations.The purpose of the study is to formulate the main financial and organizational measures to improve the management of digital distribution and increase its efficiency. To achieve this goal, the following tasks were solved: based on scientific publications and statistical data, the author monitored the trends in the development of digital distribution and the e-book market in Ukraine and in the world; analyzed the rank and level of visits to the websites of leading online e-book and audiobook stores in Ukraine; identified external and internal factors that affect the efficiency of digital distribution, in particular, e-books and audiobooks in the current conditions of military aggression and other risks; developed a model for generating revenue for a digital distribution platform.Financial, economic and organizational measures to improve the company's distribution management of digital content are proposed. These include areas of customer incentives and rewards, improved communication with digital goods manufacturers, priority funding for projects to improve the platform interface and mobile application, improved accounting, reporting, operational and strategic planning, and the introduction of artificial intelligence.