Publishers are increasingly turning to book clubs and “reading parties” as a promotional strategy, despite currently modest financial returns. These events aim to broaden readership, specifically targeting younger audiences. While profitability remains low at this stage, publishers, brands, and bookstores are investing in these initiatives with a long-term perspective. The strategy leverages organic word-of-mouth marketing and fosters a sense of community around books. This shift reflects a changing landscape in publishing, prioritizing reader engagement and alternative promotional methods. The "viral" nature of these gatherings—as described in French media—is seen as a key advantage for driving book sales and building author visibility. This approach represents a move beyond traditional marketing techniques to cultivate loyal readers.