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When Asimov was writing, there were other entertainments than reading. Radio was huge, and not just for music, radio dramas were quite popular. People also went to more live theater, live music, sports and movies.
There was no shortage of novel length works in those days. It's just that there was also more of a market for magazines filled with short stories. Short stories fell out of favor, but with e-readers have become viable again.
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