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eading material on the tablet or Smartphone and access them while traveling or killing time.<br />
Difficult words can be highlighted and looked up on the device’s in-built dictionary providing<br />
greater usability. The ability to carry hundreds of books; worth of content also frees luggage space<br />
and much needed shelf space at home. Although all these mean greater convenience, the disruptive<br />
read and stop, read and stop habit might translate to an inability to focus or digest longer content.<br />
Therefore the new age consumers prefer small doses of content that can be read quickly and easily.<br />
2.3.5. Market Trends<br />
In Japan, sales of hardcopy comic books had been declining (Exhibit 2-5) while downloads<br />
of digital comics has been increasing (Exhibit 2-6). This reflects the shift of consumers to reading<br />
comics on digital platforms such as their PC, tablets or Smartphone. This trend is not just limited to<br />
Japan but is also a global phenomenon. 10 Even Marvel, the world recognized leader in comics went<br />
bankrupt in 1996 and had to restructure its business by establishing licensing models to leverage<br />
some of its world-renowned brands like Spiderman, the Incredible Hulk and Captain America. 11 The<br />
licenses were sold to goods manufacturers and Hollywood, which are always searching for fresh new<br />
ideas. Marvel, along with many other comic publishers, then developed apps for tablets and smart<br />
phones to meet the increasing demands of users.<br />
10 Reid, Calvin. "Tough Times at Tokyopop." Publishers Weekly. N.p., 7 Mar. 2011. Web. 3 Apr.<br />
2013.<br />
.<br />
11 Reiss, Robert. "How Marvel Became A Business Superhero." Forbes. N.p., 2 Jan. 2010. Web. 9<br />
Apr. 2013.<br />
.<br />
11