IBPA Publishing University 2026

Gen Z, the first fully digital generation, is surprisingly turning to analog experiences and physical books. New survey data from Immersive Media and Books 2025 reveals these digital natives seek physical materials to combat isolation, build reader identities, and discover content organically—often through library spaces.
In this session, professors Kathi Inman Berens and Rachel Noorda explore this paradox and provide actionable strategies for publishers navigating Gen Z's unique reading behaviors.

Attendees will learn:
Key findings from the Immersive Media and Books 2025 survey on Gen Z reading preferences and discovery patterns
Why physical books and library spaces matter to digital natives, and what this means for print and digital publishing strategies
How libraries function as critical discovery points in the Gen Z reader journey—and how publishers can leverage these touchpoints
Practical strategies for reaching Gen Z readers through both physical and digital formats
How to build meaningful connections with Gen Z that convert library borrowers into book buyers

What you'll gain:
Concrete insights to inform your publishing strategy, marketing approaches, and format decisions when targeting the Gen Z market, plus a deeper understanding of how this generation builds lasting relationships with books and authors.

The audio file is attached. Transcript will be added in early June.