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From the press release:

Barnes & Noble, Inc. (NYSE: BKS), the world’s largest bookseller, is inviting customers to experience what the critics and millions of customers are raving about: the company’s award-winning, bestselling line of NOOK reading devices. Beginning July 1, bring any eReader into a Barnes & Noble bookstore to compare and upgrade to a NOOK device and receive an instant NOOK Book collection — 30 free digital titles valued at $315. The limited-time NOOK upgrade program is offered with purchase of any popular NOOK device including the All-New NOOK and NOOK Color Reader’s Tablet.

Beginning Friday, while supplies last, customers will receive a free, 2GB microSD card loaded with 30 NOOK Books – from cooking and lifestyle to classics and reference –when they show a bookseller their old device and purchase the NOOK reader that best suits them. Book lovers of all ages will love the All-New NOOK, the Simple Touch Reader, which dozens of leading reviewers have praised as the best dedicated reading device on the market. The easy-to-use, ultra-light, portable 6-inch eReader features a simple, immersive experience with a full-touchscreen and the most-advanced E Ink® Pearl display, the longest battery life in the industry with an incredible two months on a single charge and the most social reading experience ever with NOOK Friends — all for just $139.

 
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