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Borders, Target Bet On More e-Reader Sales

6/07/2010 12:01:00 AM Eastern

NEW YORK — Border has added the
Aluratek Libre eBook Reader Pro to
its mix and Target has expanded distribution
of Amazon’s Kindle to all
its stores.

Borders is now taking pre-orders
for the $119 Libre, with initial shipments
expected to take place in July.
Units will go on sale inside Borders’
stores in August.

The e-reader has a 5-inch display that
uses Aluratek’s mononchrome reflective
light technology. It has 256MB of
internal memory, expandable to 32GB.
The lithium-ion battery will power the
unit for 24 hours of continuous operation.
It also has a USB port and can play
back MP3 files and display photos.

It is bundled with 100 free classic
books.

The bookseller said the Libre is part
of its good, better, best approach and
will be one of 10 e-readers sold by the
chain by the end of 2010.

Target has rolled out distribution
of Amazon’s Kindle to all 1,740 Target
stores nationwide. It began selling
the e-reader in April through a limited
number of stores.

“Our guests’ response to Kindle has
been overwhelmingly positive,” said
Mark Schindele, senior VP, Target.

The Kindle will continue to sell for
$259.

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