Borders Going Mobile

borders_logo.gifBig box bookseller Borders will be promoting its wares via mobile phone content, reports Marketing Week.

Prior to the release of upcoming titles, Borders will send a chapter or two to customers who can check out the verbiage and then buy the book in-store for a discount. Borders plans to promote 30 titles each month in this fashion.

Still unclear: Will the discount be applicable to their online store as well (why wouldn’t it)? How is the selection of books being made – is it tied to publishers’ promotional campaigns? For boffo releases such as Harry Potter, will the chapter promotion tie in to other media, like movie trailers and merchandise?

I’m sure you, like me, are looking forward to the massive eye strain caused by reading a chapter on your mobile phone. Perhaps Borders will offer a discount to your eye doctor too…