Writing that uses new media by incorporating visuals, sound, movies and so on in different delivery platforms such as the new Sony Reader, Alternate Reality Games mixing narrative and interaction by readers and contributors, self-published material, collaborative wikinovels and other kinds of informal, or extra-formal creativity, are exactly the kind of material that a traditional trade publishing house such as Pan Macmillan, however innovative, finds it very difficult to use, or even acknowledge, in a publishing process, and it’s unlikely to be seriously practical in the short term, which means until someone can think of a way to make money out of it, not least because digital projects are typically seen by customers and authors as free or very low-cost, when in fact they’re often more expensive than traditional ones because of the high set-up and development costs
Publishers need to recognize that readers are shifting to ereading, and for this group if it's not in e-book format it doesn't exist.
