a single standard for the provision of digital services, expanding their list and
improving their quality.
Regarding the competitive position in the market of telecommunication services,
the main sales volumes are PLC Kyivstar, PLC Ukrtelecom and PLC TeleSvit. After
all, these companies include the most complete range of digital services.
The competitive advantage of these companies over others is that they form
several packages of services with different content and different subscriber fees in
order for the subscriber to choose the most favorable tariff for himself. Such packages
of services are called bundles - these are complex multiservice services, which include
information and entertainment at the same time, access to television programs, high-
speed Internet access, and more [1].
The most common bundle services in Ukraine are "Internet + TV" or "Mobile +
Internet."
The next channel is the press release (print edition), which provides for the death
of the end of the last century. Instead, successful magazines redefined themselves as
brands; they serve their audience through a number of channels, of which only one is
printing. Today, we see that people still consume print media and do it together with
digital media.
We believe that in 2019 time will be the unification of printed and digital
materials. The number of printed publications that include in their promotional
materials and QR code articles is increasing, giving consumers the opportunity to get
more information about promotions and content through QR scanning on a smartphone
from print media. In 2019, the trend to use multi-channel publishing for content
differentiation will continue to allow each channel to reach its audience.
In the print advertising experts identify the following main trends that underlie
advertising volumes in 2018:
• inflation component of about 15% for Leading Publications in all segments;
• access to the market of a number of new customers with a significant share of
premium luster in the media mix (H & M, Tod's, Boss, Richmond, Alfa Spa, Polo
Ralph Lauren, etc.);
• customer spending continues to grow on multiplatform projects and sponsorship,
where the press acts as one of the platforms.
Specialized press has traditionally shown an increase in budgets in the agro-
pharmaceutical segments, in addition, significant growth is projected in the banking
and automotive sectors. In the regional press, the driving force behind the growth of
national advertisers has been increased interest in the regional press, which will
continue next year. The most active interest in the regions is represented by Lviv and
Dnipropetrovsk regions. For the regional press the further growth of volumes of such
categories as pharmaceuticals, retail and finance is projected.
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