The article describes the main trends in the modern publishing business. The current situation in the publishing market is analyzed and following main trends are detected: printed / electronic books’ competition, corporate mergers and acquisitions, the rise of self-publishing (DIY-publishing), the use of various technologic methods in the publishing process and new meaning of information culture and publishing etc. The need to use a mix of traditional methods and innovative approaches is identified and approved, as well as the advantage of market strategy flexibility. The list of main findings for the modern publisher is based on the study data and combines different business tools: the analysis of readership, variable format of books, the choice of certain market share and fast reaction to the consumer behavior.

The article justifies the need for relevant and effective communication policy in modern publishing industry. Communication policy is the main tool influencing on market value of publishing company and forming the highest capability of company’s market share. This current competitive advantage comes from well-formed Information Service Department (ISD). Publisher’s Information Service Department is a strategic division in the publishing company’s structure. It’s activity is focused on information services for professionals, executives and other departments. In most cases, ISD has functions of advertising and PR-service. This point of view is approved by analysis based on case of Azbooka-Atticus Publishing Group and their information communication activity.