ABSTRACT
Purpose Social distancing and physical closure triggered by the Covid-19 pandemic put the libraries' viability under stress. Although the spread of the pandemic enacted a new normality for library management, little is known about the ingredients that are needed in the recipe for increased libraries' attractiveness. The article addresses the current gap in the scientific knowledge, unveiling what libraries can do to thrive in the post-Covid-19 era. Design/methodology/approach Secondary data were collected from the census study accomplished in 2020 by the Italian Institute of Statistics on a large sample (n = 3,531) of libraries operating across Italy. Three regression models were run to obtain evidence of the factors affecting the capability of small-, medium- and large-sized libraries to attract users amidst the Covid-19 pandemic. Findings Digitization did not significantly add to the attractiveness of libraries. Users appreciated the enrichment of loan services: more specifically, enabling people to access loan services online boosted the libraries' attractiveness. Furthermore, virtual reading groups, online laboratories and social networking improved the libraries' ability to attract users. Medium-sized libraries involved in literacy promotion reported a larger number of users. Practical implications Libraries should reframe their encounter with the audience sticking to a cyber-physical perspective, exploiting digital tools to establish a continuous exchange with users and engage them in a service experience which is aimed at individual and collective empowerment. Originality/value The article advances the understanding of the new normality heralded by the Covid-19 pandemic. Moreover, it illuminates avenues for further development to shed light on the libraries' ability to thrive in the post-pandemic era.