The Cultural Potential of the Modern Publishing Industry Market

Modern vectors of development of book publishing enterprises in Russia presuppose the ability to combine traditional forms of publishing and printing products with innovative, alternative to the printed format of such products. At the same time, despite the increasing pace of digitalization of all spheres of society, printed products are still in demand among consumers of products of the modern Russian book market. Special attention in this perspective should be paid to photobooks as unique products of creative activity. Analyzing this area of activity of book publishing enterprises, it can be concluded that the production of photobooks is a promising direction for the development of modern book publishing business, capable of recouping production costs and making a profit in the shortest possible time, provided that high-quality digital printing is used.