Last week, the Faculty of Communication hosted Prof. Dr. Heiko Hartmann from Leipzig University of Applied Sciences. In an open seminar, Prof. Dr. Hartmann shared insights on modern book publishing and discussed the future of media use. Following the seminar, he agreed to share further thoughts in an interview. We discussed the changing reading habits of the younger generation and the strategies publishers use to attract buyers. Will the day come when printed books disappear?
The Impact of Digital Media on Youth
In the era of digitalization, the rise of online entertainment has raised concerns that the young generation is reading less often or not reading at all. Prof. Dr. Heiko Hartmann noted that often children, especially boys, stop reading around age 12 and return to reading only in their mid-twenties. As the professor stated, at the age of 12 or 14, children are drawn to online entertainment like computer games, videos, and social media. These digital formats provide very attractive alternatives to what analog media can offer. Additionally, reading is often associated with school, making it less appealing in their free time. So, what can be done to encourage young people to read? The answer might lie in the phenomenon of the popularity of New adult books.
The Rise of a New Adult Literature
While younger audiences may be reading less, a new trend in literature is capturing their interest and drawing them back to printed books, says prof. H. Hartmann: “Whenever books and stories are combined with the Internet and the world of computer games, even printed books become attractive to this younger generation, or what we call Gen Z”.
According to Professor, young adults aged 14 to 25 are drawn to genres like romance, fantasy, and romantasy. This market is growing rapidly, so much so that, for the first time, the Frankfurt Book Fair will feature a dedicated hall for New adult literature. One of Germany’s largest publishers generates 30% of its annual revenue—around €400 million—from this genre, with authors like Colleen Hoover leading the way.
These books, filled with tropes like enemies-to-lovers and slow-burn romance, resonate deeply with readers looking to escape the complexities of modern life—whether it's the pressures of college, exams, concerns about the future, or global issues like war or climate change. "This phenomenon is driven by social media, particularly by communities like BookTok and young people’s desire for escapism and emotion" says Prof. Hartmann.
The Community
Whether it's romance, crime, or fantasy, these stories go beyond entertainment—they fulfill an emotional need. Professor notes that social media and long-form reading work together, with digital communities sharing and connecting over the emotions sparked by these books.
In Germany, one of the major publishers invents a new imprint every month to cater to specific target audiences, such as New adult readers. The imprints, with names like Kiss, Intense, and Impress, are carefully designed to evoke certain emotions or appeal to the interests of this audience. The idea is that the name itself—before a reader even picks up the book—already suggests the kind of emotional or thematic experience the reader can expect, such as romance, intensity, or excitement. This targeted branding helps attract readers by appealing to their specific tastes and desires. As professor states: “When you buy one of these books, you are not just buying a book; you are buying an experience. I sometimes compare it to a fire in a chimney. The community is the fire, and the books are like wood being thrown into the fire to keep it alive.”
New adult literature builds strong connections between readers and authors, creating a sense of belonging that draws younger readers back to printed books. Publishers respond by producing visually appealing editions with hand-lettered covers and collectible features. For many readers, collecting these special editions goes beyond owning a book—it's a way to feel part of a larger community of like-minded fans who share the same passions and engage with one another over their collections. Owning these editions becomes a shared experience that strengthens their connection to the community.
The Power of Aesthetics
New adult literature readers aren't the only ones who value visually appealing books; publishers are increasingly focusing on design to attract all book lovers and collectors. This trend spans various genres, including nonfiction, cookbooks, travel books etc.
Prof. Dr. Heiko Hartmann notes, "We are seeing a renaissance of aesthetically pleasing books. This is the publishing industry’s response to digital formats, which do not provide the same haptic experience—you cannot feel the paper or the weight of the book as you read in bed. The haptic and visual benefits of a physical book enhance the emotional experience."
In response to the growing digital world, publishers are creating visually stunning books with special papers, colorful covers, and unique extras like character cards or author letters. These features enrich the reading experience, offering something digital devices can't replicate. Publishers use this to their advantage as a way to create differentiation. As the professor points out, "When buyers compare two books, they often choose the one that offers more aesthetic pleasure, and this becomes a marketing tool."
The Evolving Landscape of the Book Market
These aesthetically pleasing books are also more expensive than simple paperbacks or digital versions. Publishers can justify higher prices through the use of high-quality materials and design. Despite a significant loss of 6 million buyers over the past eight years—primarily due to competition from Netflix, video games, and social media—the German book market is experiencing growth. Last year, total revenue reached €9.7 billion, reflecting a €400 million increase from 2022. This growth is largely driven by the rising popularity of New adult literature among Gen Z readers, as well as older readers aged 45 to 65, of whom both are willing to pay higher prices for books. Consequently, today’s book buyers are purchasing more titles, effectively compensating for the overall decline in readership.
In today’s media landscape, audiobooks —not eBooks—are the main competition for printed books, driven by the popularity of podcasts on platforms like Spotify and Audible. Many people prefer consuming content while multitasking—cleaning, driving, or doing other tasks—making audiobooks an ideal choice for busy lives.
Digitalization has transformed the entire business model for publishers. For instance, those in youth and children's literature now routinely offer additional media like audiobooks, computer games, and coloring sheets to complement their books, along with merchandising such as T-shirts and pencils. Publishers have learned that they are not just selling books but rather content—emotional stories or academic information—regardless of the format. Ultimately, digitalization has compelled publishers to adapt to the needs of their target audiences.
Despite predictions of the printed book's demise over the past 30 years, Prof. Hartmann remains confident that physical books will persist, particularly in genres where their aesthetic value matters. Professor notes that while academic and nonfiction publishing might shift entirely to digital formats, "books with emotional or aesthetic value will continue to exist. I'm confident of that."