TikTok meets Tolkien: how the Folio Society attracted gen Z readers

Claudio Ctin1 week ago1 mins

The publishing house is booming thanks to sci-fi and fantasy novels – and a love of artisanal editions

Founded in 1947, the Folio Society was once a membership club known for publishing classic tomes and history books, with a customer base of predominantly “old white men”, according to its boss.

Now, however, more than half the people who buy its books are aged between 25 and 44, and it is selling more sci-fi and fantasy titles, boosted by BookTok and growing gen Z interest in “artisanal” editions.

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