The Future Has Not Arrived

Last week, I got to speak to three different classes of business undergraduates. Most were in their final semester and taking a class in competitive advantage.

I asked each group how many of them owned Kindles. With a total of around 125 students, only one of them owned a Kindle (and she only uses it for recreational reading). No iPads. No Nooks. No Sony Readers.

As we in the publishing industry plot the future, let’s make sure we understand what’s really going on in the marketplace. The same kids who prefer texting and facebook to phones calls and email are passing up digital books at precisely the time it would be most helpful.

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