In the post-Gutenberg era, traditional book publishing is threatened by electronic books, which are easily accessible and readable. The Internet is the new Library of Alexandria, encompassing nearly all literature of the world from all times. The middle-aged people are still immune to the change, but many new generations will have come of age without ever having used a traditional hardcover book. The publishers should examine their strengths (convenience and elegance of having an actual book in your hands), weaknesses (impossibility to cope with the changing demands of audience), opportunities (change the marketing approach), and threats (complete dying out of the traditional way of reading), to find out the ways to make the paper books more alluring to new generations of readers.