The new flipback format is trying to play on readers nostaligia for paper books, but trying to compete by reading sideways so it looks more like an ebook reader.
...and, um, I don't think this one is going to win...
At the best it's a throwback to the pulps of the 1950's people who want books are buying them for their longevity, or they are buying electronic. I don't know how they are going to get a Stephen King book in one of these "portable" volumes.
It's only sold 1 million copies in the past 2 years, and with the electronic "revolution" only getting stronger, I don't think this reaction to the decline of paper books is going to compete.
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