"The assumption is that the e-reader represents a fourth platform. It is not just another mobile device," says Roger Fidler, programme director for digital publishing at the Reynolds Journalism Institute (RJI) in Missouri. In an era when newspapers have to look at multiple platforms, e-readers are "part of the solution".
Then there are potential business conflicts. Papers want to retain a direct relationship with readers, but Fidler says Amazon has a "closed" system: you cannot display anything produced for the Kindle on any other device, except the iPhone. "There's talk of having a Kindle application for PCs and Macs. But it's not out yet."
There is also the question of price. The Sony Reader will currently set you back £219, and in the US, the Kindle DX costs $489 (£310). Publishers - of both books and newspapers - are hoping prices will drop significantly over the next two years as more readers enter the marketplace.
But the biggest issue for the e-reader market is whether or not consumers enjoy using it. "It's slightly ephemeral reading books on the Sony Reader," says Rebuck. "The whole point of books is that the physicality is quite important. Once you have finished it you can keep it."
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