For several years now, there has been an audible sigh of relief in the book market: young people are reading again. And they are reading books in abundance, especially those from the “New Adult” genre. In novels with titles such as In “Iron Flame” by Rebecca Yarros, “Just Once and Forever” by Colleen Hoover and “Save Me” by the German author Mona Kasten, delicate women fall in love with rough, mostly muscular men, following the same narrative pattern over and over again. Kitsch novels, as one would have said in the past. In beautifully designed editions with colored edges, gold embossing and pastel covers, they are selling extremely well in bookstores, topping the bestseller lists and being made into films. Christine Lötscher is a professor of popular literature at the University of Zurich and sees “New Adult” not just as a new form of melodrama, but as a whole new reading culture.