Monika Dimitrova’s study examines how European reading-promotion practitioners perceive digitization and use digital strategies. The research is based on a survey conducted from 28 May to 20 June 2024 with 21 organizations from 16 European countries.
Respondents identify the home and learning environments, adult role models, access to diverse books and libraries, public perceptions of reading and national policy as important influences on reading motivation. Digital media are treated more ambivalently: 14 organizations agree that digitization affects motivation, while 11 regard its influence as predominantly negative.
Despite this concern, 61.9% believe digital approaches should be included in reading-promotion campaigns, and 68% of the participating organizations’ campaigns already use them. Social-media promotion is the most common approach, yet virtual communities and digital influencers—considered effective by 81% and 76.2% of respondents respectively—remain significantly underused.
The study reveals a gap between practitioners’ attitudes and their actual methods. Dimitrova recommends stronger digital training, collaboration and evidence-based models, alongside longitudinal research into hybrid strategies that combine traditional reading practices with digital interactivity. The objective is not to replace books but to develop forms of promotion that resonate with younger readers.
