But if Kindle-like devices really do take off, they will be a natural platform for whatever version of the publishing industry survives. The question facing publishers: Do you try to create your own platform from scratch so you can control your own distribution? Or hop aboard the industry leader and accept that you may end up in the position the music business is in, where one outlet–Apple’s iTunes (AAPL) store–dominates the business?

The answer is neither; you hot on board everything you possibly can, screw exclusives. You need to put your content wherever your audience is.