Ithaca Blog

Wednesday, November 14, 2007

Borders Installing TV Screens For Ads In Stores

Bookstores used to be places of refuge for people interested less in television than, say, books.

That is changing at the Borders chain, which is installing two 37-inch flat screen televisions in each of its stores to show original programming and advertisements.

The chain's partner in the program is a company called Ripple, which has similar arrangements with Jack-In-The-Box restaurants and Jiffy Lube.

George L. Jones, chief executive of Borders, described the move as "part of a master plan" to deliver access to its "highly educated, more affluent" customers to advertisers such as Ford, which will advertise its hybrid vehicles in the store.

Claiming that the average Borders customer spends an hour in the store, Jones said, "It's becoming more and more difficult to reach people. Newspapers are not as effective as they used to be. Television is not as reachable as it used to be. This becomes an attractive option."

The televisions are currently in 60 Borders stores and will be in 250 more by the end of February.

Stephen Burke
for Ithaca Blog

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