The paradigm shift in digital reading is happening, according to Steve Haber, president of Sony's digital reading business division, on a panel at the MediaBistro eBook Reader conference in New York today. "We are looking at how to maximize the experience going from traditional to digital readers," he said. "Reading on an LCD screen is not cozy. The back light is challenging on the eyes. So we have focused on the black and white design for reading text, which is more enjoyable."