This masterclass tackles the business side of reading culture head-on: how publishers, booksellers, and cultural brands can rethink their marketing strategies, embrace creativity as a core business driver, and build campaigns that genuinely move people toward books. From cross-selling strategies that connect books to music, film, wellness, and education, to the role of social platforms, communities, and influencer culture in reaching new readers, participants will leave with practical frameworks and fresh thinking for growing audiences and revenues in a competitive attention economy.