Who Is The Target Audience Of Barnes & Noble's Nook Tablet?

Gigaom

When Barnes & Noble (NYSE:BKS - News) CEO William Lynch introduced the Simple Touch Reader this past May, he described it as an e-reader easy enough for your grandmother to use. She may not be the intended audience for the new Nook Tablet—but who, exactly, is? It was hard to tell in Barnes & Noble’s press event this morning, but there were still hints of how the company plans to market this device.Barnes & Noble has marketed the Nook Color and Nook Simple Touch heavily toward women, who make up the majority of e-reader owners. And following this morning’s press event, Lynch told All Things Digital senior editor Peter Kafka that Nook’s target audience is “a woman with 2.3 kids.” Lynch didn’t explicitly mention that mom during his presentation, but I’d argue she—and the other folks below—are still heavy on Barnes & Noble’s mind:Families and kids: I speculated last week that Barnes & Noble could differentiate itself from Amazon (NSDQ:AMZN - News) by focusing on families, something Amazon has not done much of in the marketing of the Kindle Fire. Early in today’s presentation, Lynch mentioned “Read and Record,” a Nook Tablet feature that lets users record themselves reading Nook Kids picture books. “Barnes & Noble has always had a special relationship with families,” Lynch said. “It’s really fun for kids to hear a parent or grandparent read their favorite story even if they can’t be there in person.”The press release also mentions apps for kids and an expanded collection of comic books, graphic novels and kids’ comic books. Nook will offer “the largest digital collection of Marvel (NYSE:DIS - News) graphic novels available through any third party,” Lynch said—clearly a jab at Amazon, which recently announced a four-month Kindle exclusive on DC Comics. (Barnes & Noble responded by pulling those titles from its shelves.)Women and avid readers: Barnes & Noble is running a marketing campaign featuring bestselling authors. We saw one spot starring Glee star Jane Lynch (no relation to William, I think?), who recently published her memoir Happy Accidents. Other ads will feature James Patterson, Danielle Steel and Stephen King. It’s tough to imagine Amazon pairing up with any of those traditionally published authors for an ad campaign; instead, Kindle ads generally focus on “regular” users.And Barnes & Noble is pushing hard on the fact that the Nook Simple Touch, its price newly reduced to $99, doesn’t include any “annoying ads” for “teeth whitening, manicures, Buicks and pleas to ‘rent this space,’” said Jamie Iannone, B&N president of digital products. That’s “most important for people who love to read.” Nook Simple Touch readers will now be able to choose their screensaver; Iannone’s showed a picture of himself with his young daughter. (Whether Kindle users actually mind the ads is another question; they can pay to turn them off if they do. But they can’t display pictures of their own adorable children.)Ladies, take note that the Nook Tablet can “fit easily in a pocket or purse.” It was one of the first things William Lynch said.Technophobes: A presentation heavy on tech specs was even heavier on mentions of Barnes & Noble’s “always free in-store customer support” (a phrase that now even has its own little green logo). It was something of an odd contrast, since users who care a lot about one probably need the other less. I’d argue Lynch’s explanations of “sideloading” and mockery of the Kindle Fire for looking too much like a BlackBerry PlayBook were primarily for the benefit of an audience filled with reporters from tech blogs (said reporters were then unimpressed by the sideloading). The company’s actual focus here is likely reflected in its rearrangements of store space to include larger Nook Boutiques and customer service.This morning, Barnes & Noble wanted to show that the Nook Tablet can best the Kindle Fire in terms of content and performance, but it’s too early to know how this will play out in terms of actual device sales (not that either company is going to be forthcoming on those any time soon). Tech specs aside, the fact is that B&N is likely entering the tablet market as the #3 player, after Apple (NSDQ:AAPL - News) and Amazon—and the company would be foolish to abandon its core customers now.P.S. Pay no attention to the young dudes in the B&N-supplied photo accompanying this post, as they are clearly some Barnes & Noble employees pulled over after hours to pretend to use Nook Tablets.Related

Rates

View Comments (0)

Recommended for You

  • Tycoon buys 30 Rolls-Royces for Macau hotel

    A Hong Kong tycoon has placed the biggest ever order for Rolls-Royce cars, agreeing to buy 30 Phantoms to chauffeur guests at a luxury resort he's building in the global gambling capital of Macau. Stephen Hung's $20 million purchase surpasses the 14 Phantoms bought by Hong Kong's Peninsula Hotel in…

    Associated Press
  • 1 Tip To Lose Belly Fat

    It's Hollywood's Hottest Diet And Gets Rid Of Stubborn Fat Areas Like Nothing Else.

    AdChoicesagoodcooksSponsored
  • CNBC Anchor Calls Out Fed-Hater Bill Fleckenstein In Startling Shouting Match

    CNBC Bill Fleckenstein of Fleckenstein Capital appeared on CNBC's Futures Now program on Tuesday. Futures Now host Jackie DeAngelis came out swinging, asking Fleckenstein right at the top if he was willing to admit that he had misunderstood monetary policy. Sounding taken aback, Fleckenstein…

    Business Insider
  • Before You Buy Alibaba, Check Out 4 Top China Stocks

    Before You Buy Alibaba, Check Out 4 Top China Stocks While investors gear up for Alibaba Group 's (BABA) hotly anticipated initial public offering, don't forget about other Chinese stocks that are worth keeping an eye on. Today's Young Guns Screen of

    Investor's Business Daily
  • "The Retiree Next Door": How successful retirees stretch their savings

    "The Retiree Next Door": How successful retirees stretch their savingsBy the time she hit her late 40s, Toni Eugenia wasn’t sure she would ever be able to retire. Eugenia, 56, a pharmacy technician who lived in Houston, was nearly $200,000 in debt and

    Yahoo Finance
  • Apple to unveil new iPads, operating system on Oct. 21 : report

    The company plans to unveil the sixth generation of its iPad and the third edition of the iPad mini, as well as its operating system OS X Yosemite, which has undergone a complete visual overhaul, the Internet news website said. Trudy Muller, a spokeswoman for Apple, declined to comment. The iPad is…

    Reuters
  • Margaritaville casino owners seek bankruptcy

    The owner of Biloxi's Margaritaville casino has filed for Chapter 11 bankruptcy protection Tuesday, only hours before a hearing where the landlord aimed to seize the property. The filing by MVB Holding LLC in U.S. Don Dornan, a lawyer for landlord Clay Point LLC, said the company had planned to ask…

    Associated Press
  • Embraer to sell 50 E-175 jets to Republic in $2.1 billion deal

    Brazil's Embraer SA, the world's third largest commercial planemaker, said on Wednesday it booked a firm order from U.S. The deal, which will be included in Embraer's order book for the third quarter, is valued at $2.1 billion, the planemaker said in a securities filing. The planes will be operated…

    Reuters
  • Tired of Living Paycheck to Paycheck?

    New website reveals how to save $1,000's when you're living paycheck to paycheck. See exactly how.

    AdChoices Media ForceSponsored
  • Play

    Citi, Bank of America Offer Discounted Mortgages

    Citigroup and Bank of America will offer mortgages at discounted interest rates to help borrowers with low incomes or subprime credit. AnnaMaria Andriotis joins MoneyBeat. Photo: Getty.

    WSJ Live
  • Here's What Mark Cuban Wishes He Knew About Money In His 20s

    Cuban is the owner of the Dallas Mavericks basketball team. Billionaire investor and entrepreneur Mark Cuban is generous with his advice. When we asked him what he wishes he'd known about money in his 20s, he said:

    Business Insider
  • Beanie Babies creator's sentence debated in court

    Beanie Babies creator's sentence debated in court CHICAGO (AP) — Federal prosecutors seeking to put the billionaire creator of Beanie Babies in prison for hiding millions in Swiss bank accounts told appellate court judges Wednesday that the toymaker's sentence of probation threatens to erode the…

    Associated Press
  • Gilead Stock Is Falling On These Drug Setbacks

    Gilead Stock Is Falling On These Drug Setbacks Gilead Sciences (GILD) shares are backsliding Wednesday on news that the patient drop-out rate for hepatitis C drug Sovaldi is quadruple that of clinical trials. In addition, the biotech's Phase 2 study results

    Investor's Business Daily
  • Play

    What the Fed Meeting Means for Bonds

    Janet Yellen & Co. are expected to hint at their timetable for raising interest rates. Here's how investors should prepare ahead of the meeting.

    WSJ Live
  • SHOE COMPANY: Our CEO Just Disappeared And Most Of The Money Is Gone

    "and like that: he's gone." This is an actual headline from a company press release: "CEO and COO disappeared, most of the company's cash missing." (Via FastFT) In a statement, German-based shoe company Ultrasonic said its CFO,  Chi Kwong Clifford Chan, has been unable to reach the company's CEO,…

    Business Insider
  • Best Womens Wrinkle Creams 2014

    Mom reveals simple wrinkle solution that has researchers very excited. Try this free solution today to look and feel years younger.

    AdChoicesBellaLabs.comSponsored
  • Gold loses luster on Fed; Barclays cuts forecast

    Barclays cuts gold forecasts, sees increasingly bearish backdrop Bloomberg MA MB MC MD ME SAN FRANCISCO (MarketWatch) — Gold prices dipped Wednesday on concerns about a stronger dollar ahead of the Federal Reserve policy statement and in response to Barclays lowering its gold forecast.

    MarketWatch
  • Billionaire Investor Says Chinese People Work Harder And Western Companies Could Face Deep Trouble After Alibaba IPO

    Michael Moritz, the chairman of VC firm Sequoia Capital, is a huge fan of Chinese internet companies and reiterated his enthusiasm for the Chinese market in an interview with The Wall Street Journal Wednesday. The billionaire investor described the Alibaba IPO as a “major landmark event” that is as…

    Business Insider
  • Top Analyst Upgrades and Downgrades: AEP, BHP, GE, Incyte, 3M, Tyco, Under Armour and More

    Top Analyst Upgrades and Downgrades: AEP, BHP, GE, Incyte, 3M, Tyco, Under Armour and More Stocks were firm on Wednesday morning ahead of the FOMC meeting outcome. Tuesday’s rally may have sparked higher interest again, and investors are looking for bargains

    24/7 Wall St.
  • 6 Things Debt Collectors Wish You Knew

    The work debt collectors do is not popular, and has become increasingly derided by those who don’t like what we do or simply don’t know the facts about debt collection. Too often, debt collection is painted with a broad brush to create a portrait that isn’t accurate, and doesn’t properly educate…

    Credit.com
  • Romney-Sized IRAs Scrutinized as Government Studies Taxes

    The preliminary report attaches data to an issue that drew attention during the 2012 presidential campaign, when Republican nominee Mitt Romney reported an IRA worth $20 million to $102 million. Senate Finance Committee Chairman Ron Wyden said many of these "massive" accounts come from deals…

    Bloomberg
  • Boeing may have outfoxed Musk, but it could have bigger problems

    Elon Musk is arguably one of the greatest entrepreneurial minds of the 21st Century, but he was outsized an old school aerospace giant. Boeing won the bulk of NASA’s contract for a space taxi.  One of the other companies vying for the deal is SpaceX, the company headed by Tesla’s Musk, will get a…

    Talking Numbers
  • Anyone With $40 Could Become A Millionaire

    1 simple Warren Buffett quote explains the key investing strategy that could create unimaginable long term wealth for you and your family.

    AdChoicesThe Motley FoolSponsored
  • Play

    Tues., Sept. 16: Watch Humana Stock

    Humana, Global X Social Media Index ETF and Majesco Entertainment are among stocks to watch. WSJ's Chris Dieterich discusses the details with Michael Casey. Photo: Humana

    WSJ Live