Mass-market luxury publishing, not necessarily a contradiction in terms, contributes to the resilience of the paper book. In the UK, Penguin Books – the world’s largest publishing house and built on the now perhaps outdated premise that a good book should not cost more than a pack of cigarettes – regularly releases luxury clothbound editions of classic works of literature for as little as £14. With the price of a pack of smokes approaching the ten quid mark, the publisher has stayed remarkable true to its mission.