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Is the subscription service even worth it if you're only getting one book a month?
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Actually, it may be for the market that they are addressing. Knowing several women who are members of their target focus groups, women in book clubs either get their books from the library or think nothing of buying a hard cover at $12-18 at Target per month. At $8.99/month plus discount on other books, they will be likely using their phones or tablets or devices they already have to read these books. On the other hand, these are also the person who haven't YET adapted to ereading. They may stick with deadtree books. I can't see Target making a success of this without having an app though.