Traditional publishers turn to youth ambassadors for online marketing

Posted on November 01, 2021 | BY KATIE INGRAM | 1 Comment


Molly Powers, Digitally Lit youth ambassador


Once upon a time, book publishers used only one storyline to market their products. Then they embraced the idea of youth ambassadors, and the rest is…To find a good book, all Newfoundland and Labrador’s Molly Powers had to do was look in her own, figurative, backyard. But it’s something she didn’t think of doing until recently.

“I didn’t prefer to read Atlantic Canadian because no one was really talking about it,” said 15-year-old Molly Powers, a youth ambassador for Digitally Lit: Atlantic Canadian Youth Read. She said she would mostly look to Chapters for the newest best-sellers and only would browse locally owned Breakwater Books’ store when she was in St. John’s.

“No one told me, ‘well, you should read this instead of this, but once I started working with Digitally Lit, I (started) preferring Atlantic Canadian books over mainstream ones.”

Launched in 2019, Digitally Lit is a youth-led community engagement initiative that aims to increase awareness of regional books in the 13 to 25 age demographic. The program has partnered with 20 youth ambassadors from around the region. Ambassadors are given a list of new and older releases and they choose which ones they’d like to read, both from their home province and others. They then take to their own social media and other platforms, like podcasting and YouTube, to discuss and promote the titles.


Continue reading this story: click below to login/subscribe

One response to “Traditional publishers turn to youth ambassadors for online marketing”

  1. “Hats Off” to Atlantic Business Magazine for writing this article about Digitally Lit. These Youth Ambassadors are doing a fantastic job encouraging people of all ages to Read Books. I am Molly Powers grandmother. I am a senior and a book reader all my life. I follow the Digitally Lit site and have read many of the books suggested by this youth group. I pass them on to other seniors and encourage them to read also. Even if u can’t afford to buy the books I encourage you to go to public library. You won’t be sorry. I just finished “The Lost Sister” by Andrea Gibran. It’s a wonderful read and it opens your mind and hearts about real life experiences that happened at Nova Scotia Home for Colored Children.

Leave a Reply

Your email address will not be published. Required fields are marked *

Comment policy

Comments are moderated to ensure thoughtful and respectful conversations. First and last names will appear with each submission; anonymous comments and pseudonyms will not be permitted.

By submitting a comment, you accept that Atlantic Business Magazine has the right to reproduce and publish that comment in whole or in part, in any manner it chooses. Publication of a comment does not constitute endorsement of that comment. We reserve the right to close comments at any time.


With ABM

Help support the magazine and entrepreneurship in Atlantic Canada.


Stay in the Know

Subscribe Now

Subscribe to receive the magazine and gain access to exclusive online content.

    Your Cart
    Your cart is empty