In the Twilight of a post-Potter world, Borders makes a run for teen readers


Borders Group (BGP), the second-largest bookseller in the U.S., recently unveiled Borders Ink, a store section that will target teen readers. By the end of August, the retailer hopes to have the sections in 80 to 90 percent of its 513 superstores.

A few years ago, the idea of a bookstore specifically aimed at teens would have seemed laughable. Given the demographic's reputation for limited attentiveness and fascination with TV, book retailers have traditionally ghettoized young-adult fiction, either placing it in the children's section or refusing to carry it altogether.