This paper describes a study set up to investigate and map the landscape of digital writing today. Writers, readers and publishers have been interviewed and questioned for their opinions on different issues. Results show the area is still unsettled though much excitement surrounds experimentations and freedom of publishing online. Publishers are not yet involved in digital writing and this is seen simultaneously as a blessing and a curse. All interviewees agree that digital fiction will come, likely prompted by new reading technology. Categories and Subject Descriptors H.5.4 [Hypertext/Hypermedia]: navigation, user issues. A.0 [General]: general literary works (e.g. fiction, plays). General Terms Human Factors. Keywords Digital fiction, qualitative study, reading, writing, publishing.