Retailers shift their ad spending from TV, radio and print ads to digital ads.
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Google’s service represents a big win for small online booksellers like Better World Books and Powell’s, says Forrester’s Rotman Epps. “Up until now independent bookstores have been the biggest losers in the e-book phenomenon because they don’t have the resources to build their own e-book stores,” she says. “But they have clientele that would like to remain loyal. This will allow them to serve their customers in a new way.”