They’ve also reduced the number of ereaders they sell.
Borders launched their Area-e, the store department where they promote eBooks and ereaders, last year with the stated goal of having the broadest selection of ereaders anywhere in the US. There was talk of having 10 or more models on display for customers to try.
Sidenote: this grandiose plan would not have been possible in some stores, particularly the ones where the Area-e was a little kiosk.
At their peak, Borders stocked 7 ereaders at my local store. It was a pretty impressive selection, and it was also far larger that any other retailer. There were 2 tablets from Velocity Micro, the Aluratek Libre, 3 Sony Readers, and the Kobo ereader.
Now it has only 4 ereaders: just the 1 tablet from Velocity Micro, 2 Sony Readers, and the Kobo Wifi. Also, these are the only ones listed on its website; Borders doesn’t stock the others anymore.
It was good that Borders downsized, but I can’t help but wonder whether such grandiose plans were a good idea. In retrospect, I can’t help but feel that a plan to have a dozen or more ereaders on display demonstrated poor judgement on the part of Borders.
image by quinn.anya