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Originally Posted by RWood
Serif fonts survive for one reason, they're easier to read. Bookman and New Century Schoolbook are the easiest to read (by several studies) but they take up more space than Palatino or Times which will decrease the number of words per line and increase the page count of the books.
I have always found Palatino to be the easiest font to read for a long period of time and Baskerville (also New Baskerville) to be the most tiring font to read.
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I really love Times but it doesn't work well on the PRS-500, it looked better on the iLiad. Bookman, New Century Schoolbook and Palatino, all work fine.
I don't think that the page count of the book is such a huge problem, the flowing of the page is much more important. I'll try to improve the overall quality of the display by using character protrusion, font expansion and kerning from now on. The microtype package allows a lot of fine tuning for these kind of display improvements.
We'll keep working on improving the overall quality of the typesetting: that's one of the good points when you use non reflowing format, you can fine tune the display a lot more. I expect reflowing formats to feature more and more advanced typesetting support in the future too.