The problem is two-fold: first, there are many more books to choose from than in generations past (in 1950, for example, just 11, 000 titles were published).

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Gameloft, for example, has added MOGA support to key titles such as The Dark Knight Rises HD, Asphalt 7: Heat HD and Dungeon Hunter 3.

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Its example has been followed outside London by the Scotsman and other titles.

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On March 18th her company launched Mine, for example, a new concept that allows readers to go online and select articles from eight titles, for delivery in print or online as a free, personalised magazine.

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Dangdang's husband-and-wife team soon realised, for example, that one of Amazon's key assets was a huge, searchable database of titles.

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