As the publishing industry wobbles and Kindle sales jump, book romanticists cry themselves to sleep. But really, what are we shedding tears over?

We’re losing the throwaway paperback.
The airport paperback.
The beachside paperback.

We’re losing the dredge of the publishing world: disposable books. The book printed without consideration of form or sustainability or longevity. The book produced to be consumed once and then tossed. The book you bin when you’re moving and you need to clean out the closet.

These are the first books to go. And I say it again, good riddance.

Once we dump this weight we can prune our increasingly obsolete network of distribution. As physicality disappears, so too does the need to fly dead trees around the world.

You already know the potential gains: edgier, riskier books in digital form, born from a lower barrier-to-entry to publish. New modes of storytelling. Less environmental impact. A rise in importance of editors. And, yes — paradoxically — a marked increase in the quality of things that do get printed.

From 2003-2009 I spent six years trying to make beautiful printed books. Six years. Focused on printed books. In the 00s.

And I loved it. I loved the process. The finality of the end product. I loved the sexy-as-hell tactility of those little ink and paper bricks. But I can tell you this: the excitement I feel about the iPad as a content creator, designer and publisher — and the potential it brings — must be acknowledged. Acknowledged bluntly and with perspective.

With the iPad we finally have a platform for consuming rich-content in digital form. What does that mean? To understand just why the iPad is so exciting we need to think about how we got here.

I want to look at where printed books stand in respect to digital publishing, why we historically haven't read long-form text on screens and how the iPad is wedging itself in the middle of everything. In doing so I think we can find the line in the sand to define when content should be printed or digitized.

This is a conversation for books-makers, web-heads, content-creators, authors and designers. For people who love beautifully made things. And for the storytellers who are willing to take risks and want to consider the most appropriate shape and media for their yarns.

The entire piece is a very interesting read. If you are in any way interested in mobile technology or the future of the printed word you should head over there and read it... the future is defined by content.

How many Kindles are really in use? As far as I can tell, Amazon hasn't released any Kindle device sales figures, other than a quote referring to "millions" of users. Several analysts have jumped on the use of the plural as evidence that at least two million Kindles have been sold. But I think the BISG survey doesn't support that. Here's my math:

--About 2% of book buyers have ebooks and/or ebook devices.

--About a third of them have Kindles (that's 0.67% of active book buyers).

--If 0.67% of book buyers in the US is two million people, then there are 300 million active book buyers in the US. That is the entire US population, including infants and people who don't like books. I don't know what the base of active book buyers is in the US, but my guess is it's not over 200 million, meaning the installed base of Kindles would be about 1.3 million.

It's tricky to play with survey results when the percentages are this small -- the margins of error become very significant. But for now I think the BISG survey raises some questions, and I'm not willing to accept the two million figure for the Kindle installed base without some more rigorous evidence to support it.

Other tidbits

BISG is not going to release all of the information from the survey (that goes only to the companies that paid for it). So I took as many notes as I could during the presentation. Here's what I captured:

Ebooks are somewhat cheaper than hardcovers
On average, an ebook costs $6.25 less than a hardcover book. This is a huge issue to the book publishing industry, which worries that ebook sales will cannibalize hardcover book sales. My comment: Of course they do, get over it. The thing publishers should be looking at is the much higher margins they make per ebook sold. I don't know of many industries that resist moving to a higher-margin product, but publishing appears to be the grand exception. Of course, the thing worrying publishers is the decline of independent bookstores, and they're afraid ebooks will accelerate that. But the decline of the bookstore has almost nothing to do with ebooks -- it's being driven by online sales of paper books and predation by retail chains.

Demographics
-Ebook buyers are 51% men (compared to 58% women for paper books).
-Ebook buyers are higher income than paper book buyers. Not a lot, but significantly higher income. No surprise there -- most poor people can't afford several hundred dollars for an ebook reader. Betcha they don't buy a lot of hardcover books either.

Cannibalization
Among ebook buyers, 11% no longer buy any paper books. 8% buy mostly ebooks, and about 30% prefer to buy ebooks. So about half of ebook users prefer ebooks to paper books. That's actually a lower percentage than I expected for something that is supposed to take over the world. But remember, half of ebook users are reading on PCs. What I really want to know is the percentage of Kindle users who prefer ebooks; that'll tell us how satisfied Kindle users are.

Preferred device used to read ebooks
-PC: 47%
-Kindle: 32% (and rising in later waves of the survey)
-iPhone: 11%
-iPod Touch: 10% Hmmmm! iPod Touch really is a PDA.
-Other smartphones (including Blackberry) 9%
-Netbooks 9%
-Sony Reader 8%
-Barnes & Noble Nook 8% (the BISG folks noted that Nook was just starting to sell at this point; they believe some users confused Barnes & Noble ebooks with the Nook device)

Genres of ebooks
-General fiction, 31%
-Mystery 28%
-How To 25% (but #1 over Christmas)
-Science Fiction
-Biography
-Business

Some folks are going crazy over ebooks... that's why I decided to start looking into these a bit more (indirect request from a client as well).

As Michael points out in this excerpt above... perhaps the whole thing is being overstated... exaggerated... blown out of proportion.

But what for?

(With this post I started a new category ... "Truth In Numbers")

Touchco's touchscreen tech is designed to be cheap—under $10 a square foot—using a resistive display tech called interpolating force-sensitive resistance. What makes it more special is that unlike most resistive touchscreens, it's pressure sensitive, and can detect an infinite number of simultaneous touches. Plus, it's totally transparent (old school resistive touchscreen layers dim brightness and dull colors) and designed to work with full color LCD screens. (Bits has more on Touchco.)

Just a little blurb about the actual technology behind Touchco.

Amazon.com has reportedly acquired Touchco, a New York-based startup that focuses on multitouch technology, in a move that if confirmed will likely affect future versions of the online retailer’s Kindle e-reader.

Specifically, Touchco’s technology allows for an unlimited amount of touch inputs to be made simultaneously on a screen. Sometime around the original Feb. 3 report on the acquisition by The New York Times, which quoted unnamed sources close to the deal, Touchco effectively shut down its Website.

Current versions of Amazon’s popular Kindle e-reader utilize mechanical controls for navigation. Newer e-readers from competing manufacturers, many of which were on view at this January’s Consumer Electronics Show in Las Vegas, utilized some sort of multitouch element. Depending on how multitouch technology from Touchco or another firm was integrated into a future version of the Kindle, it would allow Amazon to potentially leapfrog the competition.

Acquisition and technology news surrounding the Kindle is of particular note at the moment, as competition in the e-reader space continues to accelerate.

It is official for me ... I am now following the Kindle as well. Although I do not know much about the e-reader space I will make it a point to keep up with it. You will begin to see more links to Kindle stuff on Mobile Strategy Posterous.

It may be suddenly fashionable to say so, but the new Apple iPad tablet won’t kill the Kindle from Amazon. Here are three reasons. My colleague, Nick Bilton, has weighed in on this topic from the opposite side. Please add your thoughts in the comments section below.

The Kindle is for book lovers, and the iPad is not.

Sure, the Kindle’s potential market may have shrunk today, since the two-books-a-year folks will now choose the more versatile iPad.

But the Kindle (and other devices with E Ink screens) will continue to be the best device for lovers of long-form reading, period. (And they do love it; check the Kindle forums for the passion of Kindle owners.) The iPad’s backlit screen, higher price and more limited battery all make it a poorer choice for curling up with a novel.

Also, there’s the distraction factor. When you read a book, you just don’t want to have e-mail, Twitter and the ESPN Web site beckoning from the browser. The absence of those services on the Kindle — sure, it’s also a flaw — actually make it better for focused leisure reading.

Amazon will continue to improve on the Kindle.

A Kindle with color? With a Pixel Qi screen? A Kindle tablet to rival the iPad? One indication that Amazon plans to continue releasing new Kindles in the months and years ahead comes from the Web site of its design division, Lab126, based in Cupertino, Calif. I count a whopping 46 new job postings on the Lab126 career board in the last two months alone.

The Kindle store will continue to thrive.

Amazon smartly separated its Kindle hardware division from its Kindle e-book store and has since released or announced Kindle apps for the iPhone, PC, Mac and BlackBerry. Despite the fact that many consumers will now choose an iPad over a Kindle, Amazon will likely undercut Apple on e-book prices. (If publishers band together to withhold cheaper e-books from Amazon in favor of pricier ones on Apple, there could be some legal issues — more on this later.)

Commenting on the Apple announcement today, an Amazon spokesman, Drew Herdener, said this: “Customers can read and sync their Kindle books on the iPhone, iPod Touch, PCs, and soon BlackBerry, Mac and iPad. Kindle is purpose-built for reading. Weighing in at less than 0.64 pounds, Kindle fits comfortably in one hand for hours, has an E Ink display that is easy on the eyes even in bright daylight, two weeks of battery life, and 3G wireless with no monthly fees — all at a $259 price. Kindle editions of New York Times best sellers and most new releases are only $9.99.”

Bottom line: books, music and movies — its worldwide media business — constitute half of Amazon.com’s overall revenue. Jeff Bezos and Company have a huge stake in protecting that business as it inexorably shifts from analog atoms to digital bits.

In theory yes - a different audience. Pure readers versus multi-taskers. I could see Amazon dropping the price of tis Kindle to just under $200 to make it more palatable for those that want to have multiple devices. If I just want to read and am in the waiting room somewhere I will either check emails or my feeds on the BlackBerry or I will pop out the Kindle and go back to my book.