Abstract
The article is devoted to the efficiency of modern Ukrainian publishing in the contextof social communication activities and determine the possibility of publishing as an activeparticipant in communication and range of problems that hinder its effectiveness. The new lookon social communication system discovers a meaningful role of publishing as social institute.The research is focusing on the criteria of book market statistics (knowing the audience), businesseffectiveness, mission and aims of publishing house, usage of proper media and involving professionalcommunicators. Described significance of social communication is not based on commercial feedback,but on the social benefits. Although the financial indexes are not diminished: the main pointsof publisher’s income are outlined. The results of study show the great communication potentialof all types of publishing that should be brought to life.
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