The illustrative concept of the production of “City” by V.Pidmohylnuy

The research is devoted to the analysis of the editorial and publishing policy of “Solomiia Pavlychko’s Publishing House “Osnovy”. One of the important tools of “Osnovy” publishing strategy at the present stage is the modernization of its product, which consists of the original visualization of the artistic text. In accordance with the new publishing policy, “Osnovy” launches the “Alternative Series of Ukrainian Classics” with the illustrations of young Ukrainian artists.The scientific novelty of our research is the conceptual comprehension of the publishing project “Alternative Series of Ukrainian Classics”. The visual version of the novel “The City” by V. Pidmohylnyi is of special attention. In the study, we suggest that the name “Alternative Series ...” is a successful marketing technique, as for many readers, classics is related to the official ones, sometimes boring and formalized “school” ideas about literature. So, it was planned that the concept “alternative” would become a modern slogan for the project and expand the audience of potential readers. Thus, the works of Ukrainian classics received an entirely new illustration for a modern Ukrainian.The analysis of the illustrative presentation of novel “The City” by V. Pidmohylnyi, published in “Osnovy” in 2017, affords the ground for the suggestion that the work became a truly alternative in the sense of avant-garde design. The article emphasises the idea that “The City” (2017), which is being investigated by us, is especially distinguished among other reprints of classical Ukrainian literature by the collision and dialogue of the verbal urban text of V. Pidmohylnyi (1927) with the avant-garde, postmodern, comic visual text of modern city by M. Pavliuk (2017). New meanings of the verbal text are born on the collision of two urban discourses. Thus, through the illustrative material, the modern city, described in the novel by V. Pidmohylnyi 90 years ago, becomes relevant and modern for the citizens of 2017. So, we are dealing with the postmodern illustrative design of the classical edition, which through the latest forms of visualization, creates new visions and contexts.The offered study states that “Osnovy” is not only a publishing house, creating a quality publishing product concerning the latest news, but also uses modern marketing strategies to implement its products.