December 2008, from New York to San Francisco. When I used its interactive back-of-the-headrest food-and-media menu, the first button I pressed, naturally, was Books. “Coming soon,” it said. Two years later, when you use the menu, books are still “coming soon.”

EBookNewser’s Dianna Dilworth recently had the same experience, and wondered whether Virgin might be on the verge of brokering some content agreements to finally bring reading into the picture:

There are a number of ways that it could work. Perhaps you could sign in to an existing Amazon or Barnes & Noble account and access your digital bookshelf directly. Or perhaps the airline could sell bestsellers or short stories directly. Think Atlantic Fiction’s monthly short stories in the Kindle store.

It could also be a great place for publishers to market their books and give away sample chapters. I like to catch up on new music videos on Virgin’s entertainment system, so why not read a couple of chapters from a few new bestsellers to decide which ones I might actually like to buy and read.

Some objections and counterarguments: Don’t people already bring their own books and magazines onto planes? Why would you want to buy one from Virgin? True: but airplanes and airports do a brisk business selling at a markup plenty of things you could consume more cheaply at home or on the ground. Books would be no different. You’re paying for convenience — or, looked at another way, as penance for your poor planning.

Don’t e-readers, tablets, laptops, and online Wi-Fi make this moot? People won’t read from the back of a headrest — they’ll read on the devices they own already. Also true. But don’t discount the power of free, ad-subsidized, or exclusive reading materials. Some of the fun of using these screens is the entertainment/video-game aspect of it: let me goof around with this and see if I can find anything good. And Virgin already lets their first-class and business-class (excuse me, “Main Cabin select”) customers enjoy all the entertainment they want. If Dilworth is right, publishers could use sample chapters or whole books like music labels use music videos — as promotional material targeted for an affluent, tech-savvy audience that literally can’t get out of their seats.

Obviously, in the future, this won’t be limited to Virgin, or even to airplanes: you could imagine similar screens being deployed on trains or intercity buses, performing the same multimedia functions. As these tiny screens become more ubiquitous and we become more accustomed to reading from them, the more likely it becomes that we’ll do more and more reading of all kinds on screens anywhere and everywhere. But as Dilworth says, there’s something about reading books on airplanes that just makes sense.

See Also:

• Airline 2.0: Virgin America Geek Plane Takes Off
• Virgin America Admits It's a Dirty Bird
• Clive Thompson on the Future of Reading in a Digital World
• The Future Of Reading
• Stephen Fry and Our Transmedia Reading Future

Authors: Tim Carmody

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