I had this problem with the Sony PRS 505 when I first bought it several years ago. For me, it turned out to be the USB cable. I wasn't using the cable supplied by sony and when compared to the sony cable, the sony usb cable had a longer usb insertion part. I suggest you try a different usb cable and make sure it is plugging in properly. Another way to check is to try attaching your reader to a different computer and see if the dive shows up in the devices window. Just goes to show that sometimes sizes does matter :-)
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