THE PLACE OF BOOKS AND LIBRARIES IN THE FRAMEWORK OF CULTURAL AND CREATIVE INDUSTRIES OF THE NEW AGE

New technologies, the internet and digitalization brought about major changes in the cultural and creative industries, affecting authors, designers, architects, musicians, photographers, film artists, advertisers, crafts, publishers, libraries, booksellers, electronic media, museums, galleries, users and customers as their stakeholders. Under the influence of these changes, the library of the new era became the source of traditional and digital information, and free access to information and mediation in their evaluation and transfer became the underlying principle of its activities. The starting premise of this paper is that books and libraries are the levers to link the cultural and creative industries with educational institutions and partners in their environment. The inspirational model of five concentric circles of the cultural industry, which puts the book and the library at the core of the concentric circles as the hotbed of creative ideas, skills and talents, was used to identify the book's and the library's place. This model was also used by the European Commission in its classification of the creative industries. The model suggests that creative ideas, as the core of the creative arts in the form of text, sound or image, spread out like concentric circles and affect all areas of the creative industries that exist in a particular area. The purpose of this paper is to raise awareness of the importance of these industries for the national economy. The paper aims to find effective tools, ideas, activities and processes for creative partnerships and for the interaction with the users and the environment that would facilitate innovative development of library and informational activities, as well as the contribution of libraries to the development of a knowledge-based society. Unlocking the creative potential of the library rests on creative librarians who are creating new value in the system of creative and cultural industries by using elements of marketing at the library. In conclusion, the paper discovers an economic dimension of the products and services of the cultural and creative industries, which promote intelligent, sustainable and inclusive development of the entire society.