INNOVATIONS IN PUBLISHING IN THE PERIOD OF DIGITALIZATION

The present paper deals with contemporary changes in the world of entrepreneurship and economics. It explains the difference between the traditional and current cognizance of the innovation process and the related necessity of innovation of the entire business model. It is particularly focused on the field of publishing practice where the explicit phenomenon is at present digitalization. An analysis is presented of the facilities available in our country and on a global scale and summarizes and presents comments on contemporary trends in the sphere of media. The paper includes a case study of a publishing house which within the scope of the Innovation of its business model introduced on the market in addition to a well-established print journal also its tablet version. On the basis of a questionnaire distributed among readers the paper presents the results of the survey which identifies reserves and shows the specific character of digital publishing. The definition and addressing of the target group of readers and focusing of marketing activities is a very significant factor. Another significant factor of success is besides the high-Quality content also a guarantee of the optimum technical parameters of the journal related with the size of files and adaptation of the content to individual types of reading devices (tablet vs. smartphone). A frequent mistake is an excessive volume of data in a single edition which can discourage a lot of readers from downloading the file and subsequently reading it. Owing to the different display of the journal on a tablet, smartphone and desktop, the production of a tablet journal must count with and invest in three different output versions optimized for individual devices. In conclusion the paper summarizes the advantages and disadvantages of digital publishing.