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Even if a substantial majority, say sixty percent, of the supply gap is captured by Amazon, B&N, or by a conversion to digital reading, there remain tens, if not hundreds of millions of dollars of annual book sales up for grabs in towns like Southbury scattered across the United States. Our own ongoing consumer research, conducted by Verso Digital, provides additional reason for optimism. The data consistently point to a hybrid print and e-book market that will persist for decades. E-reader owners who classify as avid readers ten or more books bought per year are splitting their purchases between print and e-books in nearly identical numbers. Moreover, there is a sizable majority of readers, over 70%, who express strong resistance to the idea of screen-reading as a substitute for print, a percentage that has remained steady across multiple surveys over the past two years. The resistance is strongest among older 45-plus readers, who already account for more than two-thirds of the consumer books purchased in this country. As these readers downshift into retirement or more flexible work-leisure lifestyles, their proportion of the book market is likely to increase, further making the case for print’s durability.