(i) Low cost of production : With the printing press, a new reading public emerged. Printing reduced the cost of books. The time mid labour required to produce each book came down, and multiple copies could be produced with greater ease. Books flooded the.market, reaching out to an ever-growing readership. (ii) Accessibility of books : Access to books created a new culture of reading. Earlier, reading was restricted to the elites. Common people lived in a world of oral culture They heard sacred texts read out ,ballads recited, and folk tales narrated Knowledge was transferred orally. People collectively heard a story, or saw a performance. Before the age of print, books were not only expensive but they could not be produced in sufficient numbers. Now books could reach out to wider sections of people. (iii) Increase in literacy rate : Through the. seventeenth and eighteenth centuries literacy rates went up in most parts of Europe. Churches of different denominations set up schools in Villages, carrying literacy to peasants and artisans. By the end of the eighteenth century, in some parts of Europe literacy rates were as high as 60 to 80 per cent. As literacy and schools spread in European countries, there was a virtual reading mania.