Newmag Book Salon: A publishing house in the heart of the city is shaping a new literary and urban culture

Newmag, which has been operating in the Armenian publishing sector for eight consecutive years, continues to pursue its innovative path. Over this period, the publishing house has released around 250 titles, covering a wide range of genres, age groups and areas of interest. Newmag has not only offered quality books, but has also implemented a clear, long-term publishing strategy: developing a sustained book program, organizing local and international literary and author festivals, translating works by both emerging and renowned foreign writers, and publishing contemporary Armenian authors.

Today, the publishing house is presenting a new concept by creating a space that brings together books, culture, a café-style urban environment and public events. The new initiative — Newmag Book Salon — is now open within the J-Space café at 35 Tumanyan Street.

This new literary and cultural format allows readers not only to purchase books, but also to spend time, enjoy the café atmosphere and actively participate in a vibrant literary community. Newmag Book Salon also aims to promote an entrepreneurial culture by regularly offering curated book gift packages, special promotions, themed selections and permanent discounts.

Artak Aleksanyan, Head of Newmag, is confident that Newmag Book Salon will become a new address where books and the city meet:
“Newmag Book Salon is not just a bookshop; it is a cultural environment. This project is a logical continuation of our long-term programmatic work. We want reading in Armenia to be a way of life, not an occasional activity.

This salon was created to foster a new ecosystem around books: free, urban and creative — a place where readers can meet, discuss, exchange thoughts and ideas. The initiative is particularly important today, when promoting reading requires not only high-quality publishing, but also modern formats that make approaching books more convenient, natural and inspiring.”

Although the book salon format is new for Armenia, it is well established in developed literary markets such as London, Berlin, Paris, Copenhagen and Tokyo, where café–book salon combinations have become a natural part of cultural life. Newmag Book Salon is the Armenian interpretation of this successful international model: a comfortable, accessible, open community space where books are not merely a product, but a reason to gather and a platform for the development of ideas.