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That ad campaign sounds good. A good addition to it would be quick shots of people using the readers, perhaps connected with the survey comments from the people in your ads: Shots of a user reading on the beach; comfortably reading in a tight commuting space (with a nearby newspaper reader struggling to get their paper out); showing off their library in a small apartment (probably right next to their iPod); reading by campfire-light; reading while waiting in the doctor's office; etc.
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