The post sums the issues and challenges up with three questions for publishers:
1. How can we enhance the reader’s overall experience—not just reading, but browsing, purchasing and library-building, and not just through print or digital media, but through a combination of both?
2. How can we create pricing options that will increase demand for books and offset the decline in book readership?
3. How can we build a new business model that is attractive to authors and sufficiently profitable for publishers and online retailers?
Questions 1 and 3 illustrate the challenges, but Question 2 is the kicker. The threat is not that people will read ebooks instead of print books. It's that they will stop reading books.