Barnes & Noble said on Monday it would begin its first advertising campaign in Britain, focusing on its Nook reader with built-in light as a way to grab customers before Christmas time.
The ads, which begin Monday part of an aggressive recent push by the book store chain to gain e-reader market share in Britain. The company, which already has agreements to sell their eReaders through supermarket chains like Sainsbury, Dixons, and Waitrose, also announced a new partnership with Asda, another supermarket chain. The e-readers will be available in 300 of Asda¹s stores as well as on its Web site.
Currently the company says it has it products in 1600 retail outfits in Britain and will expand to over 2,500 in the coming months.
Barnes & Noble is struggling to position its Nook against competitors like Amazon¹s Kindle and Apple¹s iPad. In Britain it is promoting its e-ink devices like the Nook Simple Touch and the Nook Simple Touch GlowLight, which has a buil t-in reading light.
The campaign in Britain, which includes print and online ads as well as a 30-second television spots, focuses on couples where one partner is trying to sleep and the other is disturbing them by keeping a light on for reading. Barnes & Noble says its research shows that this is a common source of bedtime arguments.
“This is a common clash between couples at bedtime,†said Patrick Rouvillois, international managing director for Nook Media, LLC., in a written statement. “Our new campaign sheds light on this age-old issue and celebrates its resolution with Nook Simple Touch GlowLight.â€
In August, the company announced that in the quarter ending July 28, Nook sales were flat over the previous year, at $192 million.
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