I think the biggest challenge right now is finding sustainable business models. The explosion of creativity… ..to engage your customers in a more intelligent way. How do you bring together physical and digital worlds? That’s engagement, that’s communities, that’s connection. Consumers are changing, people are reading content from many different places, from social media, from each other… The publishers have the problem that they don’t know who to readers are. So in order to survive in this new world of online media and the younger audiences, who prefer online, it’s critical for publishers to build a direct-to-consumers channel. What the publishing industry needs to never forget is the magic of reading and how we all feel when we read a book. We bring people together from different industries, different mindsets, different backgrounds… To discuss with other people who are here, you are looking for a network you can use also in the future. I think it is incredibly important that you have something like the Future Book Forum, where people can be honest. It’s the honesty that’s always missing. Everybody is terrified of the future but publishers need to accept the feeling of discomfort, because that is how you change. Now it really comes down to data. How can we use data of all different types to really transform our businesses? And I think it is the biggest transformation which can happen in the book publishing industry. The key thing that they can do to engage their customers in a more intelligent way is to think through people’s lives, try to understand more about that audience. Print on demand but also other creative do-it-yourself production ways can help the creative industries to reform themselves and come up with a new format.