whenever i give a presentation, i really like to start off with some great consumer research from expeer onsimmons, they do an outstanding survey about every three months, and the data has always been reliable, it's been consistent, and we absolutely love looking at this question first every time it comes in because this is really where we all have to start anytime we want to look at books. did you buy a book in the last 12 months? any kind of book, any format, whatever. did you buy any book in the last 12 months? and all of us are in this room right now because we're passion anytime about books in some form or another. but about 100 million people in this country didn't buy a single solitary book in 2010. and that number has actually been ticking up slightly over the past years, and that really worries me. because if we're talking about ways to grow this market, i really think that we ought to start looking at the people who aren't giving us a second thought. and it's also the people who don't care about three for the price of two, it's also the people who don't read or follow author blogs at all