During 1980s and ‘90s, we witness a trend of ethnic expansion in Turkish literary market with an increasing number of books that are written by authors who situate themselves from an ethnically marginalized position. In order to understand this phenomenon, it is imperative to look at the different approaches that publishing houses take and the kind of narratives they put forward. Publishing houses Belge (founded in 1977), Metis (1981), and Aras (1993) came to have significant roles in the process, particularly questioning the Turkish-Armenian identity in Turkey. Belge and Metis were founded in the wake of the 1980 military coup during the heavy censorship of leftist publications and began to tackle instead ethnic identity positions. These two publishing houses paved the way of breaking the silence of ethnically marginalized voices. A decade later, Aras came to the literary scene as a publishing house that has a distinct Armenian voice in Turkey. However, it was not until 2004 that Aras had remarkable visibility for the mainstream Turkish readership. It was only after the publication of “My Grandmother” by Fethiye Çetin, published by Metis that the question of Armenian-Turkish identity became the source of a general anxiety within the Turkish readership. In this autobiographical story, Fethiye Çetin writes as a Turkish woman who comes into realization of her Armenian heritage. However, it is a puzzle why authors like Fethiye Çetin do not publish from a publication house that specifically focuses on Armenian identity. It is of great significance that Aras questionably excludes authors that do not fully “represent” Armenian identity in Turkey. This paper questions the ways in which the above-mentioned publishing circles enabled Aras to reach out to a broader audience and discusses the dynamics behind the increased interest in the Armenian identity, with a focus on how Aras publishing house flourished within a multicultural context both seeking visibility among Turkish readership and distinguishing itself as a representative of the 'true' Armenian identity in Turkey, fundamentally different from other publishing houses such as Belge and Metis. Arguing that the rise of heterogeneous ethnic identity politics in Turkey owes its visibility to the transformation of the publishing houses after the 1980 coup d'état, the paper for the first time presents a critical approach to printing and publication scene in 1980-2010 Turkey.