The book is one of the most important media, which from the very beginning serves to transmit knowledge and information in time and space. Literature as art represents its expression. For literature to survive, all three factors need to be involved: the author, the publisher, and the reader. It is necessary to understand how technological changes in the 21st century, especially digitalization and the focus on social media and networks, affect their interrelationship. Readers are overwhelmed with information and numerous books, and it becomes almost impossible to find quality titles worth reading. On the other hand, the thoughtful use of social media and networks makes it easier to get the book you want today than ever before. Publishing houses developed traditional forms of advertising during the twentieth century, and they had to adapt quickly and effectively to the changes that took place in order for their business to survive and remain profitable. They turned to the development of websites and online stores, basing their promotion mostly on the development of social networks: Facebook, Instagram and Goodreads are the most represented in this context. Finally, the definition of authorship has changed. The authors are somewhat free of dependence on publishing houses, but social networks pose new challenges in the context of production and promotion of the work. New media enabled the emergence of new literary genres and re-popularized poetry. Instapoetry is a phenomenon of the 21st century and greatly changes the usages of literary poetic forms, but on the other hand, it helped the return of poetry using the ubiquity and power of social networks.