Interesting WSJ article on how CJ Box, author of the Joe Pickett series, attracts a readership among young men who don't read.
https://www.wsj.com/business/media/c-j- ... _permalink
The link works for me, hopefully it doesn't hide behind a paywall and works for anybody interested.
Very short answer is that Box goes on a lot of fishing, hunting and rodeo type podcasts that appeal to young men.