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The company, based in Ann Arbor, Mich., launched its e-bookstore over the summer and added services to its website during the third quarter. Borders is also expanding its selection of e-readers in its stores and children's toys and games offerings as it tries to return to profitability. Revenue rose in those categories in stores open at least a year, Borders said. The company is also testing stores in Washington and New York by expanding cafe menu offerings, more electronic devices and larger sections devoted to children. One bright spot during the quarter: Borders revamped its loyalty program, adding a paid option that delivers more discounts, and more than 580,000 customers have signed up. The program generated $11 million in revenue. But Simba Information senior trade analyst Michael Norris said good results for the loyalty program was the only positive. Borders is continuing to perform worse than its chief rivals, Barnes & Noble and Books a Million, which both also face losses but not like Borders, he said. Barnes & Noble reported a fiscal second-quarter loss bigger than analysts expected last week. But its revenue in stores open at least a year fell just 3.3 percent, compared with Borders' double-digit drop.
[Associated
Press; By MAE
ANDERSON]
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