Of course, Borders is spinning this as a service to its customers by claiming that it is making it easier for customers to keep up with legitimate news stories and the latest in entertainment news. As if I need more unwanted exposure to the likes of E! Entertainment Television.
The advertisers that have bought time on Borders TV are all “household names,” Mr. Diab said. Ford, for instance will showcase its hybrid vehicles.The dumbing down of America continues at a rapid pace. But anyone believing that this is a plus to the Borders environment is probably a victim of that trend already. This is nothing more than a deal between Borders and advertisers to subject bookstore customers, somewhat of a captive audience, to a steady stream of advertising. Borders is likely to make a nice profit from the venture and that should help its shaky bottom line. Can Barnes & Noble be far behind?
Mr. Jones said Borders customers tend to be “highly educated, more affluent” and spend an average of an hour in the store, making them catnip to many advertisers. “It’s becoming more and more difficult to reach people,” Mr. Jones said. “Newspapers are not as effective as they used to be. Television is not as easily reachable as it used to be. This becomes an attractive option.”