What is the answer to allow publishers to compete in the new world of the Internet on their own terms? On Futurebook, author Jeff Norton proposes that the publishing industry should do what the airline industry did in creating Orbitz, or the broadcast TV industry did in creating Hulu: create their own “arms-length new [venture] to offer credible and compelling services to consumers.” He writes: It strikes me that since the major publishers are facing a dominant digital player, there's an opportunity to form a new, arm's length e-reading ecosystem complete with site, device, and apps. ...