Features of the development of the Ukrainian and European print media market in the current conditions

The article analyses the state of the Ukrainian and European print market in the current conditions, which are caused by socio-political, military, economic and technological global processes. The author identifies the peculiarities of functioning and development of the print media market in the context of the Russian-Ukrainian war, which became a catalyst for a number of economic changes that led to a number of processes in financial terms: closure of publications, reduction of circulation, total transition to digital format, and, accordingly, transition to subscription. It is important to note that the above-mentioned processes took place in three stages: digitalization, the global economic crisis of 2013-2014 and Covid-19, and the war only accelerated them. The print media market cannot compete with other types of media. Falling circulation, closure of newsrooms or their mergers are typical for both the Ukrainian and European media markets. Today, this market and the online media market closely overlap, as print media, in order to survive financially and retain their audience in a highly competitive information environment, are actively moving to online platforms, often choosing social media as a place of operation. The study focuses on the print market in Poland, France, the UK, Germany and the Czech Republic. The European readership of traditional media consists of two parts: the older generation reads the printed version of publications, while the younger generation prefers to subscribe to digital analogues. It is more difficult for Ukrainian publications to retain their audience due to economic and military factors and a relatively young media market compared to the European one. The article emphasizes that the print media market is undergoing further active digitalization, which has particularly intensified during the Covid-19 period. This has given rise to the following trends: 1) updating of subscriptions to the digital format of printed publications; 2) transition to online formats of the same name, adaptation of the content of periodicals to social networks.