Denise Berthiaume

49.7: Percent of avid book buyers who refuse to go paperless. Nearly half of avid book buyers, compared to just 2.1 percent of regular book buyers, allegedly shudder at the thought of a digital book.

Book marketing firm Verso Advertising recently found that over half of book buyers say they are “not at all likely” to purchase an e-reader in the next 12 months—up from 40 percent in 2009. Why? I asked Verso’s Jack McKeown and Denise Berthiaume why they think avid book buyers—those who buy at least ten books a year—are increasingly resistant to e-readers.