Dr. Rachel Noorda is Director and Associate Professor of Publishing at Portland State University. She is an internationally recognized scholar of book culture and consumption who researches twenty-first century book studies topics such as entrepreneurship, marketing, small business, national identity, and international publishing.
Gen Zers and millennials are still big fans of books – even if they don’t call themselves ‘readers’
May 01, 2024 03:43 am UTC| Insights & Views Life
Identifying with an activity is different from actually doing it. For example, 49% of Americans play video games, but only 10% identify as gamers. According to a recent survey we conducted, theres also a small gap...

Gen Z and millennials have an unlikely love affair with their local libraries
Jan 15, 2024 03:10 am UTC| Insights & Views
CC BY-ND A phone fixation may seem at odds with an attraction to books. But the latter may offer a much-needed reprieve from the former. In our recent study of American Gen Z and millennials, we discovered that 92%...