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The situation for e-books in public libraries changed radically at the beginning of 2011. For many gift givers, the e-reader was simply the cool gift to give and to receive. It was a fresh, new kind of gift for many, and with its wide market penetration and media buzz it became an easy choice for those who could afford to give it in the 2010 holiday season. In the last week of December 2010 alone, some three to five million e-readers were activated
(Minzesheimer and Memmott 2011), and as a direct result public libraries experienced a substantial jump in e-book use.

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