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Sunday, March 23, 2008

Borders' New Website--Still Invisible

We live in the Internet age. If you do not have a powerful website, you don't exist.

According to reliable sources, Borders, Inc., has spent many, many millions on a website that is supposed to be cutting-edge, informative, easy to use, and drive sales directly through Borders (or some subsidiary arrangement they have crafted). As of this writing, it has still not launched.

If you want to visit a Borders website today, where do you think it would take you? In case you have never clicked www.borders.com to see where it goes and where it has been sending business--try it.



Jim Schmidt said...


Thanks for the recent posting about the goings-on at Borders...isn't it interesting that "brands" and firms that we take for granted are not necessarily permanent? When I was a kid, Montgomery Wards was a giant, as was K-Mart, and other fixtures, but they have gone by the wayside. We'll have to wait and see what happens with Borders.

As for "Borders.com" I understand the point you are making that it actually takes you to an amazon site; however, I have often used "www.bordersstores.com" which seems to lack the amazon branding and allows you to search store inventories, reserve copies, etc.

Keep up the SUPER work!

All My Best,

Jim Schmidt

NB: Speaking of brands that *do* live on, you may be interested in my forthcoming book, *Lincoln's Labels: America's Best Known Brands and the Civil War* (Edinborough Press, 2008) which will be published this spring. jms

Theodore P. Savas said...

Hi Jim,

Thanks for this. Yes, I used to buy goldfish at Monkey-Wards as a kid, and get a Cherry Fizz with vanilla icecream. The store had wooden floors.

I was told it was the Borders.com address that would show the big changes and take it away from Amazon. Sorry I was not clear on that.

Congrats on your forthcoming book. Sounds very intriguing.