Barnes & Noble will have TV commercials for the first time in more than a decade, as the book retailer hopes to head into the living room to promote its Nook e-reader.
The new 30-second commercial called "My Story" shows a customer who grows up, from childhood through college and into motherhood, with her passion for reading switching from individual books to e-readers with so many options.
I think this is a very interesting marketing move by Barnes & Noble, as the company has a much more established history than Amazon and other rivals. The book seller didn't say how much money the advertising campaign would cost, but TV ads will air during American Idol. A 30-second commercial slot for American Idol costs up to $400,000.
Radio, Internet and print ads will also feature the B&N Nook in the immediate future, according to reports, as B&N is able to finally meet Nook demand.
"Many of our customers have practically grown up in Barnes & Noble bookstores, browsing, buying and reading the books that have enriched their lives," said Sasha Norkin, B&N VP of Acquisition Marketing. "This campaign celebrates those moments" Norkin also noted while discussing the new commercial.
Best Buy will promote the B&N Nook in retail locations across the United States, which is a major boost as Amazon's Kindle e-reader remains a Web hit only.
As the number of e-readers continue to flood the growing market, only a small number of manufacturers are able to afford major advertising campaigns. Furthermore, advertising is needed for the Nook to help spur demand against Apple and Amazon, Forrester Research recently noted.
B&N said the TV commercial release is targeted for Mother's Day, Father's Day and graduation, and is not a response to added competition from the Amazon Kindle, Apple iPad, and other similar products.
