Borders will be installing televisions in its stores.
A new strategy at Borders will reinforce the message that its stores are not just about books: the company has been installing 37-inch flat-screen televisions to show original programming, advertisements, news and weather.
Borders stores haven’t been “just about books” since…pretty much forever. I’m wondering how they’ll fit the tvs in among the cds, dvds, bookmarks, coffee cups with cats on them, calendars, and greeting cards.
[CEO George L.] Jones said Borders customers tend to be “highly educated, more affluent” and spend an average of an hour in the store, making them catnip to many advertisers. “It’s becoming more and more difficult to reach people,” Mr. Jones said. “Newspapers are not as effective as they used to be. Television is not as easily reachable as it used to be. This becomes an attractive option.”
Note: They always trot out that old chestnut about people being hard to reach these days. What they mean is, there are still a few square inches of the earth that are not plastered with advertisements. Bah. Humbug.
Via: Publishers Lunch
Filed under: books, markets, media | Tagged: advertising, Borders, Publishers Lunch, television
Yet another reason to shop online.
I do, as often as possible. With adblocker turned on. I must be one of those unreachables.
Hey, why aren’t you on strike!?
The Writers’ Guild wouldn’t have me!
i am not an avid shopper at borders however, now i will never shop there! where can a person go to get a little reprieve from the bombardment these days, it used to be the bookstore… i believe i will write them a letter in protest.