"Teens can be very passionate readers. The format isn't as important as the fact that they're reading."
— Sara Nelson, an editorial consultant of a firm looking for ways to connect teens and books, on how publishers are smart to reach teens via nonbook formats. Publishers are starting to use mobile technology and online social networks to reach young readers.
To promote Lauren Conrad’s new book LA Candy, publisher HarperCollins is using 2D bar codes that, when scanned by cameras on mobile phones from the back of book jackets, lets readers connect to extra content like video interviews with the author.