Through Video, Teens Are Turning Into Readers

Using their immense influence, several YouTube stars are filming and posting book reviews, book hauls, publicizing new releases, discussing book-to-film adaptations—and garnering hundreds of thousands of views in the process. Dubbed BookTubers, these individuals are having a wildly positive impact on their mostly younger followers: they’re getting them to read. Erica Barmash (marketing director for Bloomsbury’s children’s imprint) says this kind of marketing works because it’s organic—finding kids “where they already are.” This online viewership has translated to real-life readers and fans—with attendance up at NYC’s BookCon in June, thanks in part to a panel featuring BookTubers. Read more at the NY Times.