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By Khadija Allen

Booksellers are scaling back on prices to increase profitability on their electronic reading devices. Barnes and Noble, the national bookseller announced that it was dropping the prices of the Nook e-reader from $259 to $199 to add on a new device that is Wi-Fi, internet-user friendly for $149.

In addition, Amazon.com lowered their prices of the Kindle e-reader from $259 to $189 to compete with the Apple Ipad, which is big hit with consumers. A standalone that is just as affordable and can perform all the tasks essential to the customer versus the iPad  costs at least $500. During the past two months, Apple has sold more than two million iPads. “We never thought it was going to happen this rapidly,” said James McQuivey, an analyst at Forrester Research. Analysts expected for the e-readers to fall in price because of the popular e-books, but American publishers made a deal with Apple to change the agency sales model.

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