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I think what you're seeing there is just a continued decline of reading of Manga, novels etc.
As people get more into smart phones, iPods etc. reading has declined. People always have their noses in the internet, their e-mail, constantly texting people or updating facebook from their phone etc. etc.
Paper use for books, magazines, newspapers etc. will go down irrespective of eBooks simply because fewer people are reading them since they can take the internet, music and videos everywhere they go and those media are better for the shortening attention span or modern society.
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