'Dating app for books' a big success: 50,000 swipes in first weekend

The online reading community Hebban has launched a new feature called BoekMatch, which functions similarly to a dating app by allowing users to swipe left or right on book recommendations. Over the first weekend, users logged 50,000 swipes, with a 42 percent match rate for suggested titles. The platform, managed by the Collective Propaganda of the Dutch Book (CPNB), saw an increase in app engagement and a surge in new sign-ups following the launch. This initiative is part of a broader effort by the CPNB to promote reading among the Dutch population, particularly in response to declining literacy rates reported in the recent PISA study.

To combat falling reading levels among teenagers, the CPNB employs creative strategies to make literature more accessible and fashionable. These efforts include collaborations with fashion magazines, social media campaigns, and partnerships that promote books as luxury items. By positioning reading as a trendy, engaging activity, the organization aims to move books out of traditional settings like libraries and into everyday life.