The content is the king, and the device is not important anymore. Print, e-book, mobile, digital or live shows – everything shall mix in the same bowl. A consumer will buy a print book together with the online edition and an interactive wisdom of the crowd platform. the new publishers should adjust themselves into a publishing process that never ends. From the minute that the book is published, it will always live and kick because of the crowd that will add his insights on the fly. No borders between different devices, no borders between the author and the readers, no borders between the true facts and the wisdom of marketing forces. It will definitely be interesting and cjallenging, and we will always have the print edition, to rely on..