Reviving Reading Culture in Pakistan

In today's fast-paced world, the charm of reading books seems to be fading. Once upon a time, books held a special place in our hearts, captivating our attention and sparking our imaginations. However, a Gallup survey conducted in 2019 revealed a concerning trend: three out of four Pakistanis claim they do not read books at all. Only 9% of the population can be classified as avid readers, while a mere 16% dedicate just one hour a day to reading. This survey encompassed various genres, including course books, religious texts, novels, and magazines.

Despite the decline in reading habits, the book market in Pakistan is projected to generate revenue of approximately US$ 59.72 million by 2024. While this figure may seem significant, it pales in comparison to the United States, where the book market is expected to reach a staggering US$ 23.40 billion by the same year, making it the highest revenue-generating market globally.

Reflecting on the past, the 1960s were a golden era for literature. New releases from renowned authors were eagerly anticipated, and readers would often find themselves counting down the days until the latest title hit the shelves. Iconic works such as “To Kill a Mockingbird” by Harper Lee not only captured the hearts of readers but also inspired film adaptations that further popularized these stories. Other notable titles that made the leap from page to screen include “One Flew Over the Cuckoo’s Nest,” “Dune,” and “The Spy Who Came in from the Cold.”

Among the best-selling books of all time, classics like “Don Quixote” by Miguel de Cervantes, which sold 500 million copies, and “A Tale of Two Cities” by Charles Dickens, with 200 million copies sold, stand out. The “Harry Potter” series, particularly “Harry Potter and the Philosopher’s Stone,” has also made a significant impact, selling 120 million copies and becoming a cultural phenomenon in cities like Karachi, where young readers would line up at midnight to secure their copies.

Many of these beloved books address pressing social issues, such as apartheid, racism, and slavery. “To Kill a Mockingbird,” for instance, tells the story of a white lawyer defending a black man accused of rape in 1930s Mississippi, highlighting the moral complexities of racism. While these stories have been translated into numerous languages, some significant works have also found their way into Urdu, such as Washington Irving’s “Tales of the Alhambra,” translated by Syed Waqar Azim. This translation beautifully captures the allure of the Alhambra's palaces and gardens, a place that evokes a sense of magic and history.

Looking ahead, the number of readers in Pakistan's book market is expected to reach 27.3 million by 2029. However, the landscape has changed dramatically; the book industry now faces fierce competition from digital media and other entertainment forms. Despite these challenges, the love for reading endures. People of all ages—young and old, teenagers and retirees—continue to cherish those quiet moments spent with a book in their laps and a warm cup of coffee on the table.

While the reading culture in Pakistan may be facing challenges, the enduring love for books remains. As we navigate the complexities of modern life, it is essential to remember the joy and knowledge that books can provide. Encouraging a new generation to embrace reading could be the key to reviving this cherished pastime, ensuring that the magic of literature continues to thrive.