Borders, Target Bet On More e-Reader Sales

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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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