Reading gets less expensive

First it was the Kindle, now Target is dropping the price on the Sony Reader Pocket Edition. The device is featured this week at $149, reduced from a previous price of $169.99. The product has a five-inch display and can store up to 350 books. Just a few weeks ago, Target moved in lockstep with Amazon.com when the price of the online retailer’s popular e-reader was lowered substantially to $189 from $259 only a month after Target had begun offering the item as Amazon’s exclusive brick-and-mortar partner. In the case of the Kindle and the Sony Reader both products were touted as gift items. Kindle was promoted in connection with Father’s Day, while the Sony product was feature as a back-to-college item.