To print: Click here or Select File and then Print from your browser's menu

This story was printed from silicon.com, located at http://www.silicon.com/

Story URL: http://www.silicon.com/retailandleisure/0,3800011842,39267941,00.htm

Borders books becomes a podcaster
Web 2.0 digital marketing needed to compete

By Julian Goldsmith

Published: Tuesday 05 August 2008

Bookseller Borders has launched an audio podcast series in an attempt to compete with the digital retailers such as Amazon and high street rivals such as Waterstones who are also ramping up their online retail arms.

Borders said its main focus for 2008 has been on beefing up its online offering by investing in the back office technology to support it.

silicon.com Retail & Leisure

Get the latest retail and leisure news straight to your inbox. Sign up for the R&L newsletter today!

Borders digital marketing executive Nick Atkinson told silicon.com the podcast was intended to raise the retailer's profile among habitual internet shoppers and create a community of customers.

The podcast series includes an exclusive performance from Martha Wainwright, interviews with writers Jeffrey Deaver, Kiterunner author Khaled Hosseini and 'Cityboy' Geraint Anderson, plus interviews with Mercury Prize nominees Portico Quartet, British Sea Power and Neon Neon.

Atkinson said: "It's a chance to look at areas where traditional Borders customers might not go and also about introducing customers to our featured authors and artists in a way that suits them."