Borders to Sell Sony Reader

-- Publishers Weekly, 4/4/2006

Sony has signed a deal with Borders for that retailer to sell the Sony Reader at 200 stores when the e-book device comes out this summer. Borders will carry the Reader mostly in its superstores, but also in some airport locations. The summer rollout is a bit of a delay for Sony, which had hoped to get the device into stores this spring.

Outlets that carry the device will be outfitted with displays that will make it easy for consumers to conduct a live demonstration of the Reader. The displays will be in a prominent location within the stores, though not in the same place at every store. Randi Sonenshein, category manager, trade books, said store employees will be given training on how to demonstrate the device.

Borders will also sell prepaid cards that consumers can use to buy e-books online. Under the Sony plan, e-books will only be sold through Sony Connect system. In addition to e-books, the Reader will also provide access to blogs, news fees and online magazines.

The device will also be sold at 30 Sony Style stores.