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Literacy was not only the front door to any kind of individual economic and class advancement; it was an important social activity. The shared experience of books was a genuine bond.

A person reading seems to be cut off from everything around them, almost as much as someone shouting banalities into a cell phone as they ram their car into your car—that’s the private aspect of reading. But there is a large public element, too, which consists in what you and others have read.

The social quality of literature is still visible in the popularity of bestsellers. Publishers get away with making boring, baloney-mill novels into bestsellers via mere P.R. because people need bestsellers. It is not a literary need. It is a social need. We want books everybody is reading (and nobody finishes) so we can talk about them.

Books are social vectors, but publishers have been slow to see it. They barely even noticed book clubs until Oprah goosed them. But then the stupidity of the contemporary, corporation-owned publishing company is fathomless: they think they can sell books as commodities.

How can you make book sales expand endlessly, like the American waistline? Michael Pollan explains in The Omnivore’s Dilemma how you do it with corn. When you’ve grown enough corn to fill every reasonable demand, you create unreasonable demands—artificial needs. So, having induced the government to declare corn-fed beef to be the standard, you feed corn to cattle, who cannot digest corn, tormenting and poisoning them in the process. And you use the fats and sweets of corn by-products to make an endless array of soft drinks and fast foods, addicting people to a fattening yet inadequate diet in the process. And you can’t stop these processes, because if you did profits might become listless, even flat.

What is a good growth-capitalist publisher to do? Where can he be safe? He can find some safety in exploiting the social function of literature. That includes the educational, of course—schoolbooks and college texts, favorite prey of corporations—as well as the bestsellers and popular books of fiction and nonfiction that provide a common current topic and a bond among people at work and in book clubs. Beyond that, I think corporations have been foolish to look for safety or reliable growth in publishing.

And the Internet offers everything to everybody: but perhaps because of that all-inclusiveness there is curiously little aesthetic satisfaction to be got from Web-surfing. You can look at pictures or listen to music or read a poem or a book on your computer, but these artifacts are made accessible by the Web, not created by it and not intrinsic to it. Perhaps blogging is an effort to bring creativity to networking, and perhaps blogs will develop aesthetic form, but they certainly haven’t done it yet.

A book won’t move your eyes for you the way images on a screen do. It won’t move your mind unless you give it your mind, or your heart unless you put your heart in it. It won’t do the work for you. To read a story well is to follow it, to act it, to feel it, to become it—everything short of writing it, in fact. Reading is not “interactive” with a set of rules or options, as games are; reading is actual collaboration with the writer’s mind. No wonder not everybody is up to it.

It lasts. It is reliable. If a book told you something when you were fifteen, it will tell it to you again when you’re fifty, though you may understand it so differently that it seems you’re reading a whole new book.

I am far from dismissing the vast usefulness of electronic publication, but my guess is that print-on-demand will become and remain essential.

I keep hoping the corporations will wake up and realize that publishing is not, in fact, a normal business with a nice healthy relationship to capitalism.