It seems like the world of print media is struggling to find its feet on the downward slope it has been treading over the last few years. Digital alternatives to once-ubiquitous newspapers, magazines and even notepads have highlighted consumer demand for having everything at their fingertips at the exact second they want it; now, mobile phones, tablets and computers are what makes or breaks something new. Sadly, for all the book fans out there, it seems like this is starting to have a major impact on the way companies in this industry do business. Just recently, Penguin and Random House were cleared to join forces to become Penguin Random House as an act of publishing solidarity (and not Random House Penguin, despite many hoping that would be the agreed name). It also represents a safeguarding action that other competitors, such as Simon & Schuster, may lack - something they may want to remedy given that its fourth-quarter sales dropped by six per cent. Obviously Amazon, one of the most high-profile players in the new wave of publishing, is having quite a lot of fun indeed. While its takings were slightly below forecast, its e-book sales rose by 70 per cent in the UK to take its final sales total to £13.5 billion in the fourth quarter. Indeed, the online merchant's market strength is indicative of the general shift to internet-based shopping trends - also demonstrated by high street giants HMV and Comet falling into administration - though its popular in-house Kindle device is running away from the competition. Still, while many may believe it to be rather ironic that an established chain like Waterstones sells e-readers such as the Kindle to its customers, it's understandable. In fact, it's good for the company; the number of people who wouldn't really pick up a book, but now will because of the new device they own, could act as a gateway to greater things. Being surrounded by books at their store would only serve to inspire more reading, even if it's just more by the same author. Digital copies are also sold on the company's website, providing more competition to Amazon - as they are on countless other booksellers' websites. Of course, Waterstones still has a real edge, and not least because of the liquidation of rival Borders. As far as dedicated readers are concerned, so-called "real" books are still the number one go-to, and will never be replaced. It's something that won't change for a long time; it's not as if the Kindle has suddenly become the revolution that was somehow necessary. While Futurama may be right to assume that libraries of the future may be consigned to a pair of hard drives labelled "fiction" and "non-fiction", book stores are still "with it", because demand remains stable.