The report suggests that the predicted new forms of e-publishing (i.e. custom printing, digital textbooks and eBooks) could serve to bring about greater consumer choice, variable presentation and delivery, and new ways to purchase. The publishing industry could therefore evolve into a multi-channel one. In this new future, publishers might well seek to manage their content from a single point, distributing as relevant by medium. Daniel P. O'Brien, senior analyst at Forrester, thinks that "publishers are expecting trade eBook sales that won't materialize - the drawbacks of reading onscreen will discourage all but the most motivated readers." He continues by saying that "publishers can't go back to business as usual - the Web's distribution advantages demand that they shift to far more flexible digital production." Realising the commercial benefits of digital books will not be easy for future players. The research indicates that publishers will need new technologies to support their multi-channel delivery. They will probably have to adopt XML to separate content from layout and enable delivery on any platform or device. They will also need to convert content into both PDF and OpeneBook (OeB) files, which are easier than XML to re-purpose and share with partners. To paint this picture of publishing’s future, Forrester conducted in-depth interviews on a sample of 51 larger publishers and 71 authors during 2000.