TikTok meets Tolkien: how the Folio Society attracted gen Z readers | Books | The Guardian

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 %u201Cold white men%u201D, 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 %u201Cartisanal%u201D editions. The publisher, which produces illustrated editions with elaborate covers, has seen sales soar 55% since 2017-18. Joanna Reynolds, chief executive since 2016, said: %u201CWe%u2019ve completely changed the sort of books that we sell. We developed fantasy, sci-fi and more children%u2019s. Particularly the fantasy and sci-fi have made a massive difference to us. Game of Thrones was literally a gamechanger %u2026 It made so much money for us.%u201D