Publishing business VS the Internet: How has the World Wide Web affected the economics and marketing of printing companies?

The relevance of the topic is due to the influence of the Internet on all spheres of life and business, which requires printing enterprises to adapt their economic and marketing processes to modern realities. The aim of the work was to study the impact of the Internet on the economy and marketing of printing industry enterprises in the context of general digitalisation and popularisation of electronic publications. The theoretical basis of the study were scientific works of Ukrainian and foreign scientists-theorists in the study of adaptation processes of printing enterprises to the new information environment, and the main scientific methods - the method of system analysis, strategic planning (SWOT-analysis), updating and periodisation. The results of scientific work were the assessment of the degree of influence of the World Wide Web on the activities of printing enterprises in the context of assessing their economic and marketing indicators, as well as finding potential ways of development of the printing industry of Ukraine through the integration of publishing and printing enterprises in the Internet environment, as well as attracting attention and updating the study of the current issue. The significance of the results obtained is presented in highlighting the prospects of development of the publishing and printing industry of Ukraine due to the process of integration and the need for interaction of printing enterprises with electronic tools of communication within the framework of the World Wide Web. The study demonstrated that despite the crisis phenomena caused by the Internet, the printing industry of Ukraine retains significant potential for further development due to the integration of digital technologies. The introduction of innovative production systems, such as Industry 4.0, and the active use of Internet marketing to expand advertising opportunities and increase the competitiveness of enterprises are suggested as ways of modernisation. The results of the study can serve as a basis for the development of new business models adapted to the conditions of the digital market.