Despite all the hype, at $360 the upcoming Kindle 2 is still going to inhabit a very small niche market. Of the 50% of Americans who read books at all very few are ready to make a digital switch. Just like the visceral pleasure we experience from holding a newspaper keeps them in print, a fair amount of the literary class enjoy perusing a bookstore, reading back flaps and skimming contents. But for those who are ready to adopt the digital model, the Kindle itself, or even Sony’s $300 Reader Digital Book, are not the only game in town. A more affordable option may be Indigo’s Shortcovers – a digital ebook app that will run on iPhone, BlackBery, and Android operating systems – devices that many potential Kindle buyers already own. Shortcovers lets users read the first chapter of a book without charge with the option of buying additional chapters individually or the entire book at rates comparable to Kindle and Sony. The difference between Shortcovers and other ebook readers already available on many mobile platforms is the relationship Indigo has with publishers. Shortcovers will initially offer over 50,000 titles, only a third of which are public domain titles. Indigo will also offer news and magazine articles – ala Kindle. Until prices drop dramatically – which may depend on advances in thin displays – the Shortcovers model may make more inroads in popularizing digital formats than Amazon and Sony can only dream of.