To Infinity and Beyond
Still a Niche Market
Violano maintains market growth will come from new readers, but the typical e-book reader is a male college graduate, no older than 35, with an income of more than $50,000. The challenge is to capture the 40- to 45-year-old book reader (typically female, Violano says, and making less than $50,000 annually) to flip open a laptop and access an e-book. Violano says his company's "Try Before You Buy" policy will go a long way to converting that group of readers.