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I use the mass market paperback as a comparison if it is available. Then any other paperback, then hardcover, and if there is no printed book I use locations and my historical data of average "locations/printed page" to estimate the page count.
I have been tracking the locations and (paperback) page counts for all the books I have read since I received my Kindle and the average is between 16 (2012 so far) and 19 (2011) locations/printed page. Shorter books can be much higher (my max is about 35 locations/page, but that was for a short story, so the cover image is disproportionate) and simply formatted books can be lower (10-15 locations per page is common).
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