I am a fan of e-readers, and e-ink. I’ve had a Kindle for just over a year, and I’ve read about 75 books on it (including several public domain titles). That said, I’m not entirely averse to the idea of Barnes & Noble’s Nook Color—at least, not yet. After all, an e-reader with a color screen, cheaper and less
functional than the iPad has uses, not the least of which are well-rendered textbooks and kids’ books. Yet Barnes & Noble’s latest gadget is still under threat from said iPad and Amazon’s Kindle—a threat that would be largely diminished if it would spend less time spinning, and more time reading.
Successfully marketing e-readers is different to successfully marketing a book. In book marketing, readers are presented with information about an author, a plot, and the type of readers who’ll enjoy said book, tying into reading preferences. And it works: chances are, if you’re a fan of the Percy Jackson series, you’ll be a fan of the Gods in Manhattan one; if you like the Stephanie Plum books, you might like Women’s Murder Club , a fact both Amazon and Barnes & Noble make use of in their e-newsletters (though, surprisingly, not at the end of an e-book). Marketing an e-reader, though, is about marketing the way we read, about marketing an experience. And that’s where Barnes & Noble could win.