Children live in a brand new reality where books must compete with electronic entertainment. There is a need to take measures that will encourage children to reading and will get their attention to specific titles. Children and parents are very important as it is the children that in the nearest future will be active readers and will participate in the literary culture of Poland. The article is the result of author’s experience gained during the nine-year work in an Internet portal addressed to children and parents. She participated in numerous marketing projects of children’s literature publishers and in reading promotion activities, undertaken by cultural institutions and private operators in the eight biggest cities of Poland. She identified a number of key promotion strategies to interest in books the potential reader. These methods are discussed as best practice. The conclusion is that there is an opportunity for the popularisation of literature, namely to be inspired by the principles of marketing.
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