There’s been a lot of hype over the last couple of  months because of the emergence of the IPAD, which has been predicted to usher in a new age of reading. This has caused all of the other e-reader makers to ramp up their business models, each one of them vying for the ultimate control of this incoming market. But I have bad news for all of them. That market’s not coming. Sorry, but it’s not.

You see, there’s a funny thing happening on the way to the the emerging market. There’s been an interesting fantasy that’s been playing out in the American public that is somewhat identical to the reason why so many Americans are fat. Every now and then, we look in the mirror and realize we’re fat, so we tell ourselves (and everyone around us) we’re going to go on a diet. And for a few days, we feel good about ourselves. And then we order that hot fudge sundae for dessert, and well, the diet kind of goes away. Oh, we rationalize it with promises of future exercise, but we know deep down that we’re going to go back to our old ways. And we do. Then we continue to get fat, and then we suddenly wake up, look in the mirror and then announce we’re going on a diet. Rinse. Repeat.

That’s what’s happening with E-readers. For the longest time, the majority of Americans stopped reading. We started watching TV, playing video games and doing anything but anything intellectual. Our reading output in this country is abysmal, and we know it. But every now and then, we promise to start reading again, and we go to the bookstore and buy lots of interesting books that we put on a shelf and never read. Oh, we might start reading, but then something else comes along and we stop. Rinse. Repeat.

So, when the E-reader came along, we all jumped up with joy and said we’d start reading books now because they’d be easier to read. So people went out and bought IPADs. I’m guessing that after the new car smell disappeared from the devices, they stopped being the most important carry item for those planning to read. Or they started using them for other reasons.

In a few months, publishers are going to start wondering what happened to that emerging market of electronic books. Sure, some will sell, but nowhere near the amount that was promised when this new technology was going to usher in a new era of reading.

You see, on the surface and deep down, we’re kind of lazy. Some of us read a lot. Most of us don’t. But we won’t tell you that because everyone wants everyone else to think we’re all little Einsteins walking around with encyclopedias for brains.

Maybe I’m wrong, but I suspect I’m not. But one can hope for better results than the usual expectations. As a writer, it bothers me that more of my country folk don’t read. But what can I do? Our medium of communication is movies and television. And even in those areas we aren’t all that impressive as we tend to focus more on reality programming and sports programming than anything else.

But that’s why E-readers probably won’t take hold in America. We’re too busy pretending to diet while watching people getting voted off the island.