Whatever happened to positive spin?

Via The AP:
Publishers expect book sales to stay flat
The Book Industry Study Group, a nonprofit organization supported by the publishing industry, projects a 3 percent to 4 percent growth through 2011. The BISG expects little change in the actual number of books sold and sees a drop in the general trade market by more than 60 million. "The hits will keep doing well, but other books will have troubles," says BISG senior researcher Albert N. Greco, a professor of marketing at the Fordham University Graduate School of Business.