According to the essay by Anne Trubek, it is often the publishers who
encourage authors to engage with their audiences through digital formats, but it is just as often the authors who feel — rightly so — that as
reading has adapted to the
electronic format, authors need to adapt as well.
(For instance, from Ken Auletta's New Yorker piece on publishing and the iPad intro: «Amazon had been buying many e-books from publishers for about thirteen dollars and selling them for $ 9.99, taking a loss on each book in order to gain market share and
encourage sales of its
electronic reading device, the Kindle.»