This study aims to deepen the understanding of how youth librarians in public and school libraries in Sweden promote reading among young people aged 12-25 years. By use of Thorson’s literature-pedagogical strategies, it explores the various perspectives on reading that emerge in these promotional activities and additionally examines the perceptions of librarians regarding their competence and the success of their work. Despite the perceived challenges in engaging the youth, librarians show much creativity and determination in their initiatives. The study is based on a survey distributed to all main public libraries in Sweden, in all 290 libraries, which resulted in 230 answers from librarians working with youths. The study finds that involving the youths in planning, execution, and marketing of reading promotional activities is one of the keys to success. Additionally, building and maintaining relationships are crucial competencies for youth librarians. It also finds that there isn't a single dominant perspective on reading in the reading promotive activities, but rather a combination of them. However, the emancipatory perspective seems to be gaining ground, as several librarians testify that they work extensively with youths' own interests and involvement in projects, which supports such a perspective.