Because it’s difficult, if not impossible, to predict what types of devices consumers will ultimately select as their preferred way to read eBooks—let alone predict what new devices will appear—savvy publishers know they must prepare eBook content in device-agnostic formats. By providing users with access to eBooks on whatever device they prefer, publishers can make their catalogs available to the largest audience possible. As the survey results show, most publishers are not there yet. But with more eReader manufacturers adopting the EPUB digital publishing standard (an XML specification that supports “reflowable” content), publishers are in a better position to “produce it once and distribute it via multiple eReaders and other channels.” Many industry experts are predicting that EPUB will become the de facto eBook format standard. By adopting standard formats, publishers can spend less time worrying about hardware compatibility and concentrate on their core business of producing content.