This article analyses the typology and the characteristics of the Spanish publishers and booksellers during the Second Republic. In addition, the official policy in support of books undertaken by the new democratic regime that benefited the industry and the marketing of publications is tackled. Against this background this essay studies the different initiatives taken by the professionals of the book like the Book Fairs (Ferias del Libro) in Madrid and the trucks made bookstores of the Grouping of Spanish Publishers (Agrupación de Editores Españoles) to develop reading in the society of the time. However, these activities also sharpened the old conflict between publishers and booksellers about the conditions of selling to the public and the price of the book.