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Bernays studied books and people. He discovered that books were found in libraries and that a primary motivation for visiting libraries was that it made people feel smarter.

So, Bernays visited major homebuilders such as Levitt and sons. He suggested that homebuilders add bookshelves to the new homes to make buyers feel smart and enhance their pride of home ownership. As new buyers moved into the Levittowns across the U.S., they saw the empty shelves and soon visited bookstores to fill the vacancies.

Edward Bernays came through for the (printed) book industry.

During the holiday season of 2009, Amazon (Kindle) and Sony (Sony Reader) promoted and sold a lot of eBook readers. Soon these companies were joined by Barnes & Noble (Nook), Apple (iPhone and iPad), and others. Many people received eBook readers for Christmas. People became aware of eBooks and sales of eBook soared following the two holiday seasons.

Online booksellers came through for the (electronic) book industry.

For example, following Christmas 2010, Knopf sold about 165,000 eBook versions of the Millennium Trilogy by Stieg Larsson compared to 155,000 print copies. eBooks had reached the tipping point.

During the last nine weeks of 2010, Barnes & Noble store sales increased 8% while BarnesAndNoble.com sales were up 67 percent.

pBook (printed) sales are flat-to-declining due to the expense of paper making, printing, and trucking.

And, each day, there are fewer brick-and-mortar stores to display printed books.

eBook sales are increasing exponentially due to the growth in eReader ownership and lower cost of content.

Also, online stores have much lower rents compared with downtown stores.

Are people reading on Kindles, Nooks, and iPads smarter?

Or do they just feel they are?

Someone said years ago, “an author’s challenge is to get readers past page 18.” He explained that people often buy a book, bring it home, begin to read it, place it on the bed-side table and … never pick it up again.

That was the author’s fault. The book was not interesting enough for the reader to be drawn back to it. It was not a compelling page-turner.

Today, we have an additional challenge. Many eBook resellers, such as Amazon, allow customers to test a book by reading the first 20% at no charge. When you reach the end of the free read, you are asked if you want to pay for the rest of the eBook. Click “yes” and the entire book is in your reading device in 20 seconds.

If your book is 150 pages in length and the frontmatter is 12 pages, the 20% of reading material is (well, surprise, surprise) 18 pages. You still have to get the reader past “page 18.”

Start your book with an action chapter. For example, in Parachuting, The Skydiver’s Handbook, the title of chapter one is “Your First Jump.” It takes you step-by-step through your initial skydive. This is what the reader wants to know. So I do not bore them with a history-of-the-sport chapter. That is chapter four.

Check your stats. How many people are sampling your eBook and not buying the balance of it?

Get the readers into your book and keep them reading. Just selling them the book and losing them in the initial pages is not enough.

Brick and mortar stores are displaying or “showcasing” your books. Many people visit the stores, see the books and then order the pBook or eBook from Amazon where it is less expensive.

Without the display in the store, readers might not be alerted to our books.

The brick and mortar stores may not be moving many of our books but they are increasing sales of the online stores.

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