CHANGES IN THE FIELD OF PUBLISHING IN LITHUANIA UNIVERSITIES: THE NEED OF A NEW PUBLISHING MODEL

The idea of appearance of a pragmatic, labour market-oriented university is changing the conception of university publishing: currently, the publishing house sees its activities in the light of consumption, marketing and management; it is turning into an enterprise providing services, which is influenced by intensive development of information and communication technologies, expansion of consumer culture and market economy. This article deals with the field of publishing in Lithuanian universities and records changes in it, which are closely related to the need for a new publishing model. The qualitative research involving the heads of publishing houses of Lithuanian universities and university authorities supervising publishing activities in higher educational institutions was conducted. Based on research results, it was found that prospects of changes in publishing of Lithuanian universities should be implemented having accomplished the following three objectives: 1) reorganization of university publishing houses; 2) purchase of publishing services from other organizations (outsourcing); 3) proceeding to digital scientific publishing. In fact, seeking effective university publishing, it is important to initiate changes in it. Initiation of such changes should be perceived in the light of application of a new model of university publishing, which would ensure most efficient university publishing in dynamic market conditions.