What happens when...

My Dad had an excellent question/comment the other night about e-readers. Back in the day of paperbacks (which we still somewhat are in), people could see the cover and say "Hey, that's looks interesting, what're you reading?"

Now, you only see text; but do not a clue what it's about...there's no cover!

I'm curious how to reach the paperback crowd...and capture that curious looker...any suggestions?