Media competition and modified read/consumer habits are forcing publishers and bookstores to act before of a dramatic downsizing “the book industry warn the two industry consultants Arnd Roszinsky Terjung (BUCHCONSULT) and Dr. Andreas Meyer (VERLAGSCONSULT) in the current issue of the magazine BuchMarkt (Edition January 2010, p. 28-40).” Titled 2020 determining readers “they have grappled with the development prospects for the industry in the next decade. If it is not possible to prepare books so that they have an attractive from the perspective of the reader added value compared to electronic media, a similar downsizing as the music industry of the book industry is imminent, so one of the key statements. In the area of functional “literature so are books such title where you quickly and clearly want to find a single piece of information, the electronic media already at a disadvantage.” This is abundantly clear on the example of navigation devices, which in a few years the classic Orientation map or Atlas completely to the edge have urged. Functional literature in print form (Advisor “”) need a new content and optical quality, if she would continue to find buyers. More serious the effect of carrying out the daily use of electronic media on the reading behavior as a whole according to the experts. It difficult more and more readers to read an extensive text, because modern communication by email, Twitter, SMS etc. always stronger on the side “fix read. Mental multitasking, as recent investigations show however is by no means strengthens the ability to fast switch, but leads to mediocre concentration and mediocre success. On the other hand, dealing with fictional literature whether electronically or printed product is second to none in their intellectual and emotional effect. Exactly this use of Schmokerns “threaten to the luxury of a cultural elite because electronic media more and more to the” Convince information point landing, without creating overview, insight, or enjoy going. Deceleration of reading “to be the appropriate therapy. The real danger for the book industry, as the conclusion of the analysis is not the substitution of printed products by electronic products, but the conditioning of reading behavior by electronic products and Internet services. Arnd Roszinsky Terjung service/downloads /.