Cader believes booksellers and publishers have "tapped out" the small segment of the population that reads books with any regularity. Instead of raising prices -- which can only go so high before those consumers turn away -- he argues that publishers need to work on getting more people to read and on making book publishing a growth industry. He suggests utilizing more free and low-cost promotional techniques, promoting mediums like electronic publishing, and developing long-term programs aimed at getting younger people interested in reading. He describes the average person's current school reading experience as "12 to 14 years of making people dislike reading or making reading boring."