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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared UPDATE 1-Volcanic ash relentless as tremors rock Iceland 18 Apr 2010 U.S. considers options to curb Iran's nuclear program 18 Apr 2010 Pressure builds to get Europe flying again 3:28am EDT Toyota expected to pay $16.4 million U.S. fine: source 1:49am EDT UPDATE 1-Carrie Underwood wins country music's top award 1:11am EDT Day care sends sick kids home unnecessarily: study 1:12am EDT 3D TVs new battleground for plasma, LCD display makers 12:52am EDT Majority of Americans distrust the government: survey 12:33am EDT UPDATE 1-Testing lung tumors tailors chemotherapy 18 Apr 2010 Time not ripe for China to end dollar peg: adviser 12:39am EDT Publishing venture bets on iPhone short stories LONDON Sun Apr 18, 2010 8:03pm EDT Related News Romance of books key in digital age, says Penguin CEO Wed, Apr 14 2010 Romance of books key in digital age, says Penguin CEO Wed, Apr 14 2010 Romance of books key in digital age, says Penguin CEO Wed, Apr 14 2010 Best Buy to sell Barnes & Noble's Nook e-reader Mon, Apr 12 2010 UPDATE 2-Best Buy to sell Barnes & Noble's Nook e-reader Mon, Apr 12 2010 An Apple iPhone is shown with the Beejive IM (instant messaging) software during ''CES Unveiled,'' a media preview event, at the 2010 International Consumer Electronics Show (CES) in Las Vegas, Nevada January 5, 2010. Credit: Reuters/Steve Marcus LONDON (Reuters) - A new publishing company is betting that readers will bypass electronic readers such as Amazon's Kindle and Sony's Reader in favor of reading bite-sized stories on mobile devices they already own. Technology | Media Ether Books will launch at the London Book Fair on Monday, and will offer a catalog of short stories, essays and poetry initially via Apple's iPhone and iPod Touch, by authors including Alexander McCall-Smith and Louis de Bernieres. Well over 1 billion mobile phones are expected to be sold worldwide this year, compared with just a few million e-readers. Apple alone has already sold more than 85 million iPhone and iPod touch devices, and has just launched its iPad tablet PCs. "The tech press may be slavering over the iPad, Kindle and Sony eReader as traditional publishers leap over themselves to expand their e-book offerings," Ether Books Digital Director Maureen Scott said. "But at Ether Books we've made the decision to go straight to distributing short works via our iPhone app to devices people already own, are familiar with and are happy to use when they have 10-15 minutes to spare." Scott previously worked for British technology group Psion, was a director of U.S. mobile Web pioneer Openwave and managed the development of the first airline consumer self-booking reservation product at British Airways. (Reporting by Georgina Prodhan; Editing by Greg Mahlich) Technology Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. More from Reuters Publishing venture bets on iPhone short stories LONDON (Reuters) - A new publishing company is betting that readers will bypass electronic readers such as Amazon's Kindle and Sony's Reader in favor of reading bite-sized stories on mobile devices they already own. RIM says video is big challenge to networks Countries to release anti-piracy text as deal nears FCC awaits economic data from Comcast, NBCU Speedy scanner re-writes book on publishing technology Cellphone satnav use surging in Europe » More Top News Supreme Court pick looms Whether he picks a moderate or a liberal, President Obama needs to move quickly with his second Supreme Court nominee. Full Article Factbox: Replacing Justice Stevens Politics Train travel gathers steam Fed up with chaotic airline lineups and rising fees, travelers are opting for a new kind of travel experience Full Article 48 hours in Cork, Ireland Cowboys, croquet in U.S. halls of fame Lifestyle © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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Publishing venture bets on iPhone short stories
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