The National Endowment for the Arts recently released data showing that the number of adults and children (most of the data from surveys of 9 and 13 year olds) has been decreasing over the last decade.
…according to its 2022 Survey of Public Participation in the Arts (SPPA), conducted by the U.S. Census Bureau, 48.5 percent of adults reported having read at least one book in the past year, compared with 52.7 percent five years earlier, and 54.6 percent ten years earlier. Meanwhile, in 2022, just 37.6 percent reported reading a novel or short story, compared with 41.8 percent in 2017 and 45.2 percent in 2012. As we said at the time, the fiction-reading rate was the lowest in the history of the SPPA, a survey that goes back more than three decades.
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….the share of 13-year-olds who reported reading for fun “almost every day.” In 2023, the figure was 14 percent, down from 17 percent in 2020 and 27 percent in 2012. The share of 13-year-olds who fell into this reading category in 2023 was lower than in any previous test year, …
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For decades, more than half of all nine-year-olds reported reading for fun “almost every day.” In 2012, that figure was 53 percent. In 2020, it dropped to 42 percent, and in 2022 (the most recent year for which data are available), 39 percent. Also in 2022, the share of nine-year-olds who “never or hardly ever” read for fun was at its highest: 16 percent.
Since these trends existed prior to the pandemic, we can’t blame it on Covid. I was harboring some hope that being cooped up at home might have led more people to pick up reading as a habit.
On the other hand, Barnes and Noble is planning on opening 58 stores in 2024, more stores in a year than they have since 2009. In some cases, they are re-occupying buildings they left years ago. From what I have been reading over the last year, some of their success seems to be attributable to the corporate office giving the individual stores more license to customize their spaces to the communities in which they are located and aim for a more independent bookstore vibe. The company recently bought a local bookstore chain in CO with the intent of operating under the local name rather than Barnes and Noble which seems to reinforce their local flavor strategy.
The BN store near me seems to always be hopping despite the dwindling fortunes of the mall surrounding it. It has appeared to be a third place gathering space for a lot of tweens to interact in a way that makes me secretly grateful. I have seen articles claiming there is a resurgence of reading among Gen Z thanks to the BookTok trend on Tiktok.
But I think both the decline of reading and Barnes and Noble’s growing success can be true. I wouldn’t be surprised to learn that Barnes and Noble is increasingly finding success selling non-book products, services, and programs. It all bears watching and considering.