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I voted "People don't read", meaning that they already have enough to read (blogs, forums, websites, public domain books that were once bestsellers) without paying a cent for it. The only way I see to overcome this threat is to make the services of publishing industry so convenient that people will e willing to pay for it. That doesn't mean the publishing industry needs to publish anything new, indeed it would probably be cheaper for them to provide content already available for free.
On an unrelated note, the greatest threat for creators is obscurity. In current circumstances they're lucky if their works get chosen to read, from among so many interesting reads, so I don't mention any money.
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