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While our focus often revolves around book trends in the United States, recent insights into France’s reading habits offer an intriguing perspective. Market research data from GfK reveals that a significant portion of book sales in France—1 in every 4 books—are comics.
France’s affinity for comics is deeply ingrained, considering it’s the birthplace of iconic series like Asterix and The Adventures of Tintin. However, recent events have given comics an added boost. The onset of the pandemic prompted more people to spend time at home, resulting in increased reading opportunities.
Additionally, the introduction of the Culture Pass played a role in this surge. The pass allocated €300 ($367) to French teenagers for cultural activities, including purchasing comics alongside museum visits and musical instruments.
Despite initial expectations, industry insiders like Marie Parisot, Dargaud’s marketing and commercial director, were surprised by the sustained interest even after lockdown measures eased. She noted, “We didn’t expect this phenomenon after lockdown was lifted. Everyone was worried people would stay at home, turned in on themselves.”
The enduring popularity of comics in France can be attributed to several factors. The country boasts a vast network of independent bookstores, rivaling the combined numbers of the US and the UK. These indie stores provide a platform for a diverse range of comic styles to thrive. Additionally, there’s growing interest in nonfiction comics, contributing to the medium’s appeal.
Regardless of the underlying reasons, witnessing the flourishing of comics as a literary medium is a heartening sight.
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