Marketing to Women: The Future of Reading

April 16, 2014 § Leave a comment

Katie Dunham and the LA Library Bookmobile

Katie Dunham and the LA Library Bookmobile

I just returned from the LA Festival of Books and on my plane trip home, as I juggled between my iPad and a paperback, I wondered about the future of reading.  Some think we are in a transition as disruptive as Gutenberg’s printing presses more than 500 years ago.  In fact, some in Silicon Valley think Gutenberg was the first technology geek and call him their patron saint.

The Facts, Please!

Women contributed to 58% of book purchases in 2012, up from 55% in 2011.

According to Pew Research, more than 50% of Americans now have some type of handheld device–either a tablet computer like an iPad, or an e-reader such as a Kindle– for reading e-content. That number is up from 43% of adults who had either of those devices in September 2013, so adoption is growing.

Some 76% of all adults have read a book in the past year, but 82% of women have read a book in the past year.  The typical adult read or listened to five books during the year but the median number of books read by women was 14 books.  Those who read books on an e-reader tend to be more female, while gender is fairly evenly split on iPad book readership.  The amount we read has stayed fairly level the past few years.

But here’s an interesting statistic.  The majority of those reading e-readers still read print books as well.  Among adults who read at least one book in the past year, just 5% said they read an e-book in the last year without also reading a print book.

Sure, publishing is changing.  Bookstores have become curated collections, not mass marketers, and writers are unchained and able to post their own books to Amazon.  But as I walked through the LA Festival of Books and saw and heard people lovingly hold and share their books and heard authors speak of their inspirations, I realized that story is still alive and well.  And that is the future of reading.

Marketing to Women: Is the iPad mini what women want?

October 29, 2012 § 1 Comment

For those who were speculating about the success of the iPad mini, don’t speculate anymore.  It seems that the iPad mini may be sold out online based on the two-week delay in shipping currently.

But who is buying it?  According to Quartz, Apple is targeting women.  The advertising planned for the iPad mini is being placed in women’s magazines and television shows that cater to women like the Today Show.

While the iPad has been embraced by consumers, men seem to prefer the iPad (53% ownership) versus women’s 57% preference for e-readers (such as Kindle).  Women embraced the Kindle for its size, portability and usage as an e-reader.  But the new iPad mini seems to level the playing field.

I carry big handbags so my iPad fits in nicely, but for many women, the handbag test would rule out the regular iPad.  But the new iPad mini is just like Goldilocks said – “It’s just right.”  So watch out, this holiday season, as women are charging through their holiday shopping, it may be on an iPad mini.

Marketing to Mom: Digital Families Are the Norm

March 17, 2012 § Leave a comment

Am I getting a new iPad?  Of course, I am, as soon as the crowds die down.  Technology is all around us and in our purse.  In 2009, only 22% of Moms had a smartphone.  Well, today, two-thirds of moms have a smartphone and it is an appendage to our bodies.  Some 40% of tablet users are women, and their kids.  You see, over half of all tablet purchases are made by households with children under 18, according to Forrester Research.  And that does not include e-readers like Kindles, where women dominate, 63% women versus 37% of men owning them.  Some 80% of tablet users have made a purchase on their tablet, and its not all apps, books and music.  Seven in ten children under 12 in tablet households use them regularly.

How is this ubiquitous technology changing things for families?

•We can keep up with our children, both small and grown, anywhere in the world or down the block.

•Information is accessible to us 24/7, so students and adults don’t have to memorize as many things. Even encyclopedias are all online.  No more end tables or bookshelves made out of Encyclopedia Brittannicas.

•Backpacks can shrink and purses enlarge, because textbooks are accessible on tablets, improving the posture of adolescents.  Our children carry a library around in their backpack, thanks to online resources.

•Education online is becoming the norm, fueled by apps.

•Shopping is online, offline and peer recommended. And “never pay retail” is the mantra of moms.

•The tablet is becoming the “fourth screen”, following the television, computer, and smartphone.

•Our visual vocabulary is growing because of new sites like Pinterest and Instagram.  And everything we do can be captured by digital cameras.

•Power up is not a sport drink; its the lifeline to all of our gadgets, requiring our cars, our offices, our homes, our airports, our coffee shops to offer charging stations, wifi and our beverage of choice.

•Television may not longer be a stationary or lonely activity – with programming mobile and social.

•And even are Bible studies are richer, because our churches are studded with iPad users who look up scriptures in various different translations from just one device.

My Mom never owned a computer or a cell phone.   My daughter has never known a time without a computer or a cellphone.  And kids today will never know a time without wifi, tablets and interactive media.  Heck, coffee tables may go away too.  Who needs them to hold up magazines anymore?

 

 

 

 

 

The Top “11″ Lipstick Economy Posts on Marketing to Women

January 11, 2012 § 4 Comments


Bloggers love them.  Readers love them.  The Top Ten list.  We have even written about the allure of the Top Ten.  But 2011 was such an incredible year, it deserves a bonus – a Top Eleven list of topics that  you incredibly intelligent – and sophisticated – Lipstick Economy readers deemed important.  Technology and how we use that technology were the headlines of the year.

11.  Ten Things You Need to Know about E-books.  One of the best books I read in 2011 was Cleopatra by Stacy Schiff.  I downloaded it on my iPad and got to thinking about some of the incredible shifting world of book consumption.  So here’s an update.  Half of all tablet purchases have been made by households with children under 18, according to Forrester Research. And that doesn’t include e-readers, where women already dominate – 63% versus 37% of men own e-readers.

10.  12 Outrageous Facts I Learned at M2Moms.  I am still reeling from some of the great info at M2Moms.  Probably the most dramatic is the number of births of children occurring outside of marriage.  Forty-one percent of births are to unwed Moms, and when you look at just millennial moms, the percentage rises to 50%.  I think this trend has unbelievable impact on society and how were define families.

9.  Moms Won’t Deprive Family of Vacation This Year.  This 2010 poll looked at Moms attitudes towards the family vacation.  Travel began to rebound in 2010 but American workers are still somewhat reluctant to take too much vacation.  Only 57% of U.S. workers use up all of the days they’re entitled to, compared with 89% of workers in France, a recent Reuters/Ipsos poll found,  according to CNN.com.  Some 64% of employed Moms were optimistic about actually taking all their paid vacation in 2011.

8.  Tablet is Most Important Device We Own.  Women are beginning to use tablets for shopping in a major way. Sixty percent of users shopped for the holidays with their smartphone or tablet.  Mobile shoppers consider it a type of “mobile mall”, purchasing products and comparing prices.  Home usage of tablets is now greater than out-of-home usage.

7.  The Mother and Daughter Shopping Experience.  This is a really interesting subject.  Moms and daughters may call it retail therapy, but it’s actually an important bonding and socialization activity.  One particular group who share shopping preferences are Baby Boomer Moms and Millennial Daughters who spend time together and value their relationship.

6.  51%.  Just a number?   Professional and entrepreneurial women are 51% of the workforce and 51% of small business owners.  Women are not just consumers; we are business leaders and we are heads of households.  Unfortunately, we are not represented in the same way in America’s boardrooms.

5.  Only One in Five Groupon Users Return.    This has been a rocky year for Groupon.  With the proliferation of group buying deals, both retailers and buyers are trying to find the best way to use Groupons.

4.  iPhone Moms:  A Growing Target Audience.  Can we say obsession?  That’s the relationship that iPhone Moms have with their phone.  See our Lipstick Economy and Social Moms study showing Social Moms prefer sleep and their smartphone over sex.

3.  Marketing to Women:  How Many Use QR Codes?  Fad or fantastic?  They are part of our shopping experience.  57% of consumers who have scanned a QR code say they did nothing with the information, compared to 21% who shared the information with someone and 18% who made a purchase, according to  a survey released in January 2012 by Chadwick Martin Bailey.  Top reason for scanning a QR code?  Curiosity.

2.  The Demographics of Groupon and Living Social.  There are definitely differences in the two users.  So what is the demographic for Deal Chicken?  Now that there are hundreds of daily deal sites, will 50% become the standard for discounts?

1.  Groupon or Groupoff?  10 Facts You Need to Know.  Drumroll please.  The Year of  Groupon. But will daily deals continue to hold the fascination of marketers?   Yes, they raised $700 million in a limited IPO.  But the value of the company is half of what it was just a few months before.  There may be 600 competitors, but no one knows exactly because some 25% of them have already bit the dust.  Are we suffering Groupon Fatigue? What do you think the marketing story of the year for 2012 will be?

Happy Reading, you amazing group of Lipstick Economists!

Ann Patchett, Edith Pearlman and the Case for the Printed Word

October 16, 2011 § Leave a comment

Yesterday I had one of those days of beauty and clarity all rolled into one.  It is one of the days that I consider the most special of all year.  A beautiful day devoted to beautiful words – The Southern Festival of Books.  It’s part pilgrimage, part homecoming and part relish in all things written.  For three glorious days in October, book groupies can hear the prolific to the profound writers talk and read in the most low-tech, high brow way imaginable, seated in chairs usually assigned to senators and representatives in the hallowed halls of Tennessee state government. There we sit in legislative seats voting with our presence for the written word.

I had the privilege of hearing writers like Clyde Edgerton, Walter Mosley, and Charles Frazier  read and discuss writing and their works.  I am sure it is a bit of a lab experiment for the writers, being poked and dissected like some biology specimen.  But it is very personal to their fans who have a very intimate relationship with them through words.

Ann Patchett asked to forego the usual introduction, comparing it to listening to one’s own obituary.  Not only is Ann Patchett a beloved Nashville writer but she is also gaining universal Nashville affection for bringing back an offline bookstore to my own neighborhood.   After the recent demise of both independent and chain bookstores, Nashville is currently a book culture desert.  Of course, we can order books from Amazon and download our Kindles and iPads, but the days of our beloved book friends like Stephanie Freudenthal at Davis Kidd Bookstores are gone.  Ann said she came to the Festival this year, not as a writer, but as a bookseller, defending that personal relationship that exists between a reader seeking a new book and the guide who helps them with such a find.

Ann entertained us with a wonderful new discovery – a conversation with Edith Pearlman, a small elegant woman, whose newly published collection of short stories Binocular Vision is itself an elegant treat.  But what interested me the most was the power of discovery and sharing discoveries with others.  Ann met Edith when she was editing Best American Short Stories and selected two of her stories for the 2006 annual collection.  With much admiration for her work, Ann wrote an introduction to Edith’s book which her publisher used to promote the book – not the book but the Ann Patchett preface.

Some may wonder what will happen to the printed word, but this is where the clarity comes in.  As long as there are those like Ann Patchett who believe in the important gift of discovery, the written and printed word will continue.  Oh yes, we will download some books from Amazon, but just like vinyl records have made a comeback, cookbooks are an obsession and sewing is an artisan craft, so books will remain cherished, shared and passed on to others in gestures of generosity.

I wandered around the Festival book table, hungry to pick up these 20th Century artisan products.  And to protect my literary planet, I purchased three real printed books on Saturday, my own personal vote for the continuing fellowship of readers and writers. I hope to run in to you at Ann’s new bookstore Parnassus.  Let’s hope the Muses inhabit it!

Postscript:  Ann Patchett has opened a fabulous new bookstore Parnassus Books in Nashville.  Even the New York Times covered the opening.  In my daughter’s words, “It’s a beautifully curated bookstore.”  Translation:  It has all the books I would want to read, and none of those that are not important.

 

Marketing to Women: 10 Things You Need To Know About E-books

March 1, 2011 § 7 Comments

This weekend I spent a lot of time in airport waiting areas and on planes reading the new Cleopatra biography by Stacy Schiff on my iPad.  As I read the book, I started thinking about book consumption and how, even though I love bookstores, I didn’t think a minute about downloading Cleopatra when I needed a good read.  Heck, I didn’t even visit the airport bookshop.  Evidently, I am in good company because some 21% of book shoppers now own a dedicated e-reader or tablet.

Ironic, isn’t it, that I was reading about Cleopatra, the best educated women in her time,  who presided over the world’s most famous library in Alexandria, full of scrolls, the predecessor of books.  But I digress.

Here are some startling facts that really point to the disruption happening in the book world today.

1.  Women are the main purchasers of books.  Cleopatra evidently started a trend.  We contribute to 64% of all book sales.  Even in the detective and thriller genres (think Robert Ludlum and Stephen King), we buy 60% of the titles.  Oh, and as a tribute to Cleopatra’s magnificent new biography, the best selling non-fictions are biographies.  Source:  2009 U.S. Book Consumer Demographics and Buying Behaviors Annual Report

2.   Baby Boomers make up the largest group of book purchasers. Some 30% of book sales are by boomers, followed by Matures at 16%.  Only 40% of Americans over the age of 13 purchased a book in 2009.  Source:  2009 U.S. Book Consumer Demographics and Buying Behaviors Annual Report

3. Some 51% of e-reader owners are women. And 75% of those e-reader owners have read a book on their e-reader, while only 15.3% have read a magazine.  Oh, and even the world’s best selling book, the Bible, has gone digital with e-Bibles being a top seller on Apple’s iTunes Bookstore and Amazon’s Kindle Store.

4. Approximately 7 million American adults own an e-reader (Kindle, Nook) and another estimated 15 million own iPads. It seems that Amazon is cagey about sales reports since so many more iPads have been sold, but they are quick to say that Amazon sells 115 eBooks to every 100 paperbacks sold; and 3 eBooks for every hardcover book it sells.

5. Digital reader penetration will grow from 20% in January to 36% in the summer of 2011. The trend will continue to grow because only 14% of print book readers say they would never read a book in digital form. Like smartphone adoption, digital readers will continue to be the hot item for the 2011 holidays.  The new iPad will only contribute to the added “crave

6. Traditional bookstores account for less than half of the book market. The majority of books were sold by a variety of retailers including Amazon, Price Clubs, supermarkets and convenience stores.  Amazon has 22.6% of the book market.  One publishing consultant predicts that shelf space devoted to books in physical stores will decline by 50% during the next five years.

Amazon controls about 76% of the U.S. market in digital books and wants more.  Russ Grandinetti, vice president of Kindle content, says “Our vision is [to make] every book ever written, in any language, in print or out of print, all available within 60 seconds. And we want to make the customer experience great.”  Roll over, Google and Gutenberg!

7.  NY Times is now publishing a digital NY Times Best Seller List. With sales of ebooks exploding, the venerable NY Times could not ignore e-book sales any longer.

8. If Kindle prices keep falling, it is predicted that at some point Amazon may offer them free to loyal customers. The price cuts provided by Amazon on Kindles have helped contribute to the popularity of the devices and at some point, Amazon may take the same approach that cell phone providers have used by supplying the reader for free with the purchase of e-books.

9. Backpacks may get lighter as e-textbooks take over the classroom. And sore backs and poor posture may be a thing of the past for kids that often carry backpacks with books weighing half the child’s weight.  According to the Wall Street Journal, in 2012, e-textbook sales are expected to more than double to $308 million from $138 million this year.  Those textbooks are expected to be accessed through iPads and Kindles.

10.  College libraries are going bookless. According to NPR, students, professors and universities are staging a rebellion against the weighty and wasteful books. Stanford University’s brand new physics and engineering library is “bookless”; relying almost solely on digital material.  “Free and downloadable textbooks are at the heart of the growing “open educational resources” movement that seeks to make education more available and more affordable.” The beauty of digital books is the ability to update content easily and to make the content rich with visuals, videos, interactive and more.

Public libraries are following suit,  beginning to offer e-books to their users. OverDrive, Inc., which supplies electronic books to 13,000 libraries worldwide, reported a 200% increase in e-book circulation in 2010 from 2009.  Library Journal surveyed 1,000 public libraries late last year and found that 71 percent now offer electronic books.

Books are becoming like albums which have moved from vinyl to CD to digital.   The form is changing but a book will still remain important in our world.  I think that Cleopatra would have liked it.

 

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Marketing to Moms: Three Great Online Recipe Tools

February 27, 2011 § 4 Comments

I really don’t know what it takes to be considered a foodie, but those who know me, know that I love to read about food, write about food and even cook food!  So as a bonafide, chunky hunk of burning love for food, here are some online recipe news that you can use.

Just Google it!  Some 10 million of its daily searches are recipe related so Google decided to make searches more robust for foodies,  Of course, you can google beef stroganoff and come up with sites that provide recipes.  BUT, drumroll please, now Google has added Recipe View, accessible by a button users can click in the left-hand rail.  The new addition went live on February 24 and it offers filters to allow you to search for just the recipe options you need. Clicking the “Recipes” button helps users choose the right recipe from search results by not only offering ratings and pictures, but providing filters for ingredients, cooking time and calorie count for health-conscious chefs.

E-mealz.com is not new, just new to me. It’s the site for extreme couponers to love!   It was created to provide a meal planning resource for busy Moms and frugal family cooks. Each meal plan is based on the current sales at the grocery stores, with plan options categorized according to store and/or weight management strategy. The recipes are delicious, simple and easy to follow. Each plan is new every week and has a corresponding aisle-by-aisle grocery list. It costs $5 a month but I think that the time it saves in grocery shopping makes up for the small fee.  Heck, even Dave Ramsey endorses it.

For those of us who like to “gift” our recipes, Tastebook is the answer.  Tastebook allows you to create really nice custom cookbooks with all of your favorite recipes.  Entering the recipes into your account is made even easier with the library of recipes that the site provides.  Say that you have used a favorite Bon Appetit recipe and it has become “yours”.  The site allows you to find it and populate the recipe into your own group of recipes.  You can also share your recipe box online with others.  But the real advantage are those great hardback books that cost about $30 each.  They have amazing photography, plus you can add your own.  My Chinese Lettuce Wraps are accompanied by a photo of Carter Dunham in China!  The new news here is that they have an app for iPhones, iPads and iPods.  Daily Candy calls it iTunes for Recipes!  And I agree.

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Marketing to Moms: How Moms Use iPads

August 30, 2010 § 1 Comment

iPad, iPhone, MacBook Pro

Image via Wikipedia

Today is Day 9 as an iPad owner,  and coincidentally, eMarketer had a great post today on how iPad usage is shaping up.  I thought a comparison of their findings with my own usage (Working Mom + Branding Consultant) would be interesting to the other working Moms of the world.

In the eMarketer post,  a UK survey by copywriting firm Cooper Murphy Webb found that iPad owners are using it  to large extent for entertainment purposes. More than two in five said they used the tablet at least 10 hours weekly, and almost a quarter said it had become their primary entertainment device, ahead of TV and trailing PCs by just 9 percentage points.

Another study, qualitative research from Ball State University examined how attitudes toward iPads changed after owning one for 24 hours. According to the report, “A Play Date with the iPad,” study participants found the iPad was best for leisure activities. Content creation was seen as too difficult on the device but ideal for content consumption.  What participants liked in particular was iBooks and the eReader functionality.

In the UK study, the iPad was considered the No. 1 delivery method for newspapers and magazines, and its popularity for books was even greater: 41% of iPad owners preferred to read on the device, vs. 36% who liked hard copies better. iPads were also the top gaming device for owners of the tablets, beating out consoles by 2 percentage points.

I think reading will continue to increase with the use of the iPad.  A recent survey quoted by the Wall Street Journal — conducted by Marketing and Research Resources Inc. — found that more than 40 percent of respondents said they now read more on their e-readers than they do in traditional print sources. The survey drew from a pool of 1,200 e-reader owners, who owned either an iPad, a Sony Reader or an Amazon Kindle.

So here’s my take on my new iPad and my personal usage:

E-reader: I have used it extensively as a reader downloading four books, three free and one paid, and apps for several magazines and newspapers.  I was very excited to read The New York Times yesterday while propped up in my bed.  I spend most of the afternoon reading a new historical novel “The Red Queen” yesterday and was pleasantly surprised at how much I enjoyed the reading experience and the ability to curl up in a chair with the iPad actually more easily than a paperback book.  As I was reading, it was easy to pull up some online background on the Tudor lineage to aid my reading experience.

I was talking with Mom friends on Saturday night and they are using their iPad to download homework helps and fun books for their children.   They also think the eReader as a tool for high school and college students will become a necessity in short order.

Email:  It’s a great way to review emails while you are catching up on all your reading.  The ability to easily view and surf sites related to emails made it a desirable way to connect easily to related content.

Shopping: One of my kids has a birthday coming up and I have used it a couple of times to do research on items that I was interested in purchasing and will continue to use it for that purpose.  It is much easier than using my iPhone or my laptop.

Food/Cooking: Everyone knows my passion for food and cooking.  And as figs ripen in my backyard, I browsed recipes on line.  My Epicurious never looked better than on my iPad.  And I can’t wait for the new iPad Gourmet out this fall.

General Surfing and Business Research: I found that having the iPad available when reading enhanced the research that I do for blogs and work related material.

Social Media: Yep, I have Facebooked and Tweeted from my iPad.

Content Creation: I have not posted a blog yet from my iPad but I see the day coming.  The keyboard is not for long writing but will certainly work in a pinch. I think I will make an external keyboard purchase at some point.

Keynote: One of the reasons I purchased the iPad is the ability to use Keynote.  I am looking forward to loading a presentation to my iPad for a future business meeting.  I actually was in one meeting where an iPad was used for the presentation and was impressed with the ease of use.

Meetings:  I have taken the iPad to meetings and was able to easily reference websites and share with others in the meeting.  I liked the ability to leave the laptop at the office and still have accessibility.

WiFi v. 3G: I have not connected to the 3G capability and have only used the WiFi connection.  I have only had one occasion where WiFi was not available when I wanted to use the iPad.

Entertainment: While I have apps for entertainment ready to go, I have only used Pandora.  However, I think I will use it for viewing videos and movies when I have downtime and when I travel.

Photos: It’s like having a photo album with me at all times.  I love that!

The Bottom Line on My iPad Usage:

Okay, to be fair, I am an Apple devotee.  The simplicity of use and the ease of connection between all my tools is worth the extra money you pay for an Apple product.  I loved it before I had it, and I love it more now that I am using it.  The apps, the long battery life and the syncing ability make my heart race with happiness.  I have already loaded my iPad up with apps from the Holy Bible to Wired Magazine.  And I bought an iPad case that can be a stand as well.

I think I will use my new iPad more for research, reading, shopping, and reference at business meetings than for heavy content creation.  That portable keyboard will be my next purchase.  For entertainment, I see using it for travel particularly.

For reading, I will definitely prefer reading magazines and books on my eReader. The ability to easily surf the web for additional information is a real joy.   It’s definitely one of my three tools – taking the in-between place between my iPhone and my MacBook Pro.  And in short order, I will not remember how I lived without it.

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Marketing to Women Readers: The Books of the Future

August 23, 2010 § Leave a comment

On the occasion of my 100th Lipstick Economy post and my first week of owning an iPad, I feel compelled to write a little about the future of books.  

While contemplating the purchase of my first book for the iPad, I started thinking about the physical nature of books and how they fit into my life.  Will the iPad replace the stack of five books by my bedside?

There have been so many important announcements about books recently that it’s overwhelming.   Here are just a few that I think you should read:

A really interesting take on books from NPR last week talks about the rapid death of paper-based books but also the self expressive nature of some books as a social display and the community to be built from such a group.

An announcement from Seth Godin that Linchpin is the last book he will publish in a traditional way.

Amazon CEO Jeff Bezos announcement that Amazon sells 180 e-books for every 100 hardbacks.

Stanford threw away books to make room for more library.

More than three million iPads have been sold in 80 days, blending the e-reader with a really cool tablet that may replace laptops in the future.

So since women are major purchasers of books, what is going on in her world?  A study published by Content Connections in 2007 offers some interesting facts about women book buyers.

The average American women who belongs to a social network spends around $500 a year on books.

She’s 45, with an average $88,535 income, has a college degree, works outside the home and belongs to at least one professional, service or civic organization.

She buys 28 books per year, for herself and others (read family and friends).

One-third of her book purchases are online but she likes to visit her local bookstore and spends 39.2 minutes per visit.

She get book recommendations from friends and associates.

What does this say about the future of books?  An overwhelming number of books are still purchased as gifts.  You can’t give a coffee table book or an art book to someone digitally, but you can give a gift card that can be used online.

There are probably two or three categories of books that will shake out –

Books I need to read for professional reasons but may never finish – e-book

Reference books and textbooks – e-book

Books that I want to keep and cherish – Hardcopy

Books that I want to give to someone – Hardcopy

Books that I don’t want anyone to know that I read like cheesy detective novels – e-book

Books that I want people to know that I am reading because it makes me look smart – Hardcopy/Paperback

Books that will withstand sunlotion, sand and drops of water – Paperback

It will be interesting to see what happens in the next few months as e-readers battle it out.  Whatever happens, there will still be a place for the hand-held book, as well as the digital book.

Got a good recommendation for a book?

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