Five of the 10 best-selling novels in Japan in 2007 were originally composed, and serialized, on cell phones, thumbed out by women who had never written novels, for readers who mostly had never before read one. The genre's dominating plotlines are affairs of the heart, and its characteristics, obviously, are simplicity of plot and character and brevity of expression (lest authors' sore thumbs and readers' tired eyes bring down the industry). Said one successful cell phone writer, for a January dispatch in The New York Times, her audience doesn't read works by "professional writers" because "their sentences are too difficult to understand."

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