The sales figures for most newspapers and magazines have been dropping faster than BP's approval rating, so many publishers are betting on e-readers as their saving grace. Most people find that the e-reader experience can rival the regular paper version, except when it's time to put your reading materials away. Unlike a magazine that you can roll up and stick in your coat, e-readers tend to be rigid tablets that won't fit into any normal sized pocket.
The eRoll concept looks to solve that problem, with a flexible screen that lets you roll it into a compact cylinder. While it's still pretty bulky, it should fit into a decent-size coat pocket. Just don't try using it like a rolled up newspaper to swat those pesky flies.