Tkach А., Myronenko V. Specificity of promotion of online news websites (on the example of RBC Ukraine) The article considers the main features of promotion of the online news websites. The role of individual technologies in such kind of promotion, the features and stages of its implementation are investigated. In the process of study, the following general scientific methods were used: descriptive, generalization, comparison. On the basis of indicators that evaluate the website activity and with the help of SimilarWeb electronic resource it became possible to determine the role and place of Internet publishing in the Ukrainian media space. Based on the example of the RBC-Ukraine information portal the analysis of the promotion of the RBC Ukraine online news was conducted. Promotion of the news website has the specifics that distinguishes this category of information resources from the websites of commercial orientation. The study shows that the most effective technologies are the following: complex optimization, advancement in the searching systems, context advertisement, RSS distribution, subscription on RSS, promotion of the website by means of social networks. RBC-Ukraine is one of the successful websites, which is the most interactive and effective in terms of promotion. This news agency gives a great number of opportunities for their users: contacts for a feed-back, services that help to search news, possibility to subscribe on news distribution by e-mail, a chance to get news on Facebook, Twitter, Google+. The practical results of the study can be used for further analysis of the specifics of the promotion of the online news websites. The findings of the study can be of great interest for experts in the field of online journalism.