March 2, 2007, 12:00 AM

Borders launches a series of original Internet programming

Borders this week introduced an original online series called "Borders Live at 01," which each month will feature broadcasts of authors’ readings, music performances and other events at the company`s first store, in downtown Ann Arbor, MI.

Kurt Peters

Executive Editor

Borders Group Inc. may outsource its e-commerce operation to Amazon.com Inc., but it continues to find ways to leverage the web site for merchandising and promotions. Borders this week introduced an original online series called "Borders Live at 01," which each month will feature broadcasts of authors’ readings, music performances and other events at the company`s first store, in downtown Ann Arbor, MI.

The new monthly series joins other Borders original Internet programming that began last year with Borders Book Club discussions featuring authors. The programs are available at BordersMedia.com.

Borders rolled out the new series with an announcement to 15 million subscribers to the Borders/Waldenbooks e-mail newsletter.

The first episode features author Christopher Moore, who recently visited Borders Store 01 to speak and sign copies of his new book "You Suck: A Love Story." The second episode features British indie-rock band Gomez and centers on their live in-store performance of music from the band`s 2006 release "How We Operate." Concluding the program is New Yorker writer and book author Calvin Trillin, who discusses his latest work, a tribute to his wife titled "About Alice."

April`s episodes of "Borders Live at 01" will include episodes of live performances from singer Rickie Lee Jones and soul artist Paolo Nutini. Author Ishmael Beah will also be featured discussing his memoir, "A Long Way Gone: Memoirs of a Boy Soldier."

"Borders is all about community," says chief marketing officer Michael Tam. "Our broadband Borders Book Club, the new Live at 01 series and other efforts, such as social networking through Borders.Gather.com, give people who are passionate about books, music and movies a way to really explore their interests on many levels, see and hear new talents and engage in conversations with other people who share their interests.”

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