BOOK DONATION – BETWEEN CULTURAL MESSAGE AND INCREASING THE MARKET SHARE (BY THE EXAMPLE OF BULGARIAN BOOK PUBLISHING)

Abstract

The article considers an observed tendency to redefine the meaning and volume of book donations. The connection between the cultural message and the mechanichs of the book market is being analysed. The reasons for changed priorities and their effects on the practice of book donations are explored. Examples of publisher prctices are being considered and several models of book donations are outlined. The examples under consideration are clearly distinguished in terms of the negative correlation between values and practices. The article’s goal is not to render judgement on specific publisher practices but rather analyse the novel market models for book donation used by some publishers.