As consumers of books, readers are not in a completely passive position. Faced with an unfavorable market, where publishers are providing pricey but low-quality books, more and more readers inevitably are turning to ebooks, usually available for free, instead.

Judging from the present situation, people surf the Internet and watch TV as substitutes for reading books. But being the best carriers of thought, books cannot be replaced by TV, radio and the Internet. Book publishers should reflect on their business and the government should also do something to regulate them. To put all the blame on the superficial mindset of the populace is of no help at all.

Gong Jingcheng (teacher at Ningxia University): I think there are three reasons behind the falling interest in paper books and increasing online reading. First, the Internet provides information search services, which enables readers to more easily choose the books they want. Especially when it comes to looking for information, they don't have to finish a whole book to find the information they want. Second, with paper books today becoming more expensive, reading ebooks costs much less. For example, one CD can hold 20 years of issues of a publication. Third, today's youth likes to try new things. Online reading can give them more surprises.

We should take an objective attitude toward the booming online reading and strike a balance between the traditional and new ways of book consumption. Ebooks, with multiple colors, pictures and music, are suitable for instant reading, while traditional paper books are suitable for relishing. Reading is important in cultivating one's thinking and building character. Whatever measures we take, we must bring our people back to reading books. Schools, families and society need to construct a good atmosphere for reading and give some guidance to the youth on how to read.

The importance of reading is overlooked

Shu Shengxiang (accountant in Hangzhou, Zhejiang Province): The increase in online reading population can make up for the decrease in paper book readership to some extent. But the overall drop in the public interest in books is indisputable. In addition, online reading can't be mentioned in the same breath as traditional reading.

The primary reason for the decline, I think, is that society has an inclination to put more emphasis on the economy and overlook the importance of cultural life. Culture can serve as the propeller of the economy. If economic development can't bring prosperity in culture, then the development will be short-lived.

As we know, reading is a basic freedom that is enjoyed by every citizen to eliminate ignorance. If half the nation gives up the freedom to read, the consequences must be costly. Expensive books and a lack of good books of course are reasons for the downtrend, but I think the most important thing is that the heavy pressure of life squeezes out the time and energy for spiritual satisfaction. So, letting the populace live an easier life is the premise for a national enthusiasm for reading.

Hao Zhengsheng (Director of the China Institute of Publishing Science): We can't overlook traditional reading despite the upsurge in online media; after all there's a difference between the two. In my opinion, traditional reading is good for practicing abstract thinking, which is important to uplifting the quality of the people. Though nowadays many books tend to be more entertaining, this is not the nature of a book. A good book after all should be profound and inspiring.

Regarding the advantages of online media, relevant departments and industry associations should set up concrete guidelines, which are still not clear in the various reading activities.

Zhi An (writer): Traditional reading differs from online reading both in the manner and in the content. We can't be sure that all paper books are diamonds, but a good part of online reading is certainly of lower quality than traditional reading. Online reading so far cannot generate the same satisfaction that paper books do.

But the Internet can play a part in the present national reading campaign. Some classic works can be put online for the convenience of readers and to encourage them to read profoundly online.

Cao Guangzhe (Associate Editor in Chief of Guangxi Normal University Press): Online reading requires basic equipment such as computers or cell phones. It also requires a special place to read online. Besides, the biggest bottleneck for ebooks is the cost. The online payment system still needs to be improved and the related methods are unacceptable to most citizens. Therefore, online reading is unable to replace the traditional way of reading in the foreseeable future.