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And by the way, you don’t need a Kindle to read Kindle books – you can download the free Kindle app and read on your PC, Mac, i Phone, i Pad and a range of Android devices.‘The phrase “vanity publishing” was almost certainly invented by traditional publishers years ago in order to squash the competition from entrepreneurial authors,’ says self-publisher John Locke who, between January and May this year, has sold more than 1.1 million e-books.