Russians remain nation number one in terms of reading, at least one sight for sore eyes as proven by PricewaterhouseCoopers while national surveys indicate a lesser interest in books.
      
      
       Gloomy stats were voiced at the session of the Russian Books Union in St. Petersburg: 52% never buy books, 37% confess they never read them. We move away our eyes, ashamed.
      
      
       Still, PricewaterhouseCoopers points to the fact that publishing industry around the world edged up by as little as 1.5% whereas in Russia the figure is higher – 5%. The same goes for entertainment and mass media. In 2004, the turnover in this area was up 27.4%, with gains totaling $12,446bn. Advertising accounts for the increment and could go 20% up alone.
      
      
       Cinematography, however, swallowed more money last year by 18.2% as box-office takings rise by 35%. This industry could double its indices by 2009 to over billion of dollars. Product placement and promotion are key factors here.
      
      
       Print editions might expect a 5% increase within the next five years, but the focus should be on large Internet portals, with all kinds of opportunities for the customers.