Il lettore come acquirente e consumatore

The author quotes the results of many researches made by Italian public as well as private bodies on the current habits of reading and buying books in Italy and on the real importance of these habits among cultural con sumption and other leisure time activities such as magazines and newspapers reading, television and video viewing, radio and cd listening, videogames, Internet utilization, ecc.. His argument is that in the future it will be winning a strategy that should consider not just specific targets of readers and consumers but also particular activities of purchase and use of publishing contents. The publisher should define himself as producer and distributor of publishing contents that can be spread by not only the book but also by different formats and supports. Actually it will be necessary in the next years to reorganise the selling places considering the activities of its visitors and their needs.