I've taken to contacting authors directly and highly recommending that they get their agents to press for ebooks-- and I always point them to Baen as an example of how to do it "right." So far I'm having moderate success with this strategy. (It helps that I read science fiction, so the authors tend to know what Baen is, at least.)
I noticed we're starting to get e-textbook ads here at MobileRead. I think that's a good sign.
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