The Kobo brand, perhaps best known as the one that was tied to the now-defunct retailer Borders, is looking to grab some new attention for the holiday season.
With the collapse of the economy, it's been a very hard time for writers.
It hasn't gotten nearly the attention that its rivals over at Barnes & Noble and Amazon have received, but Borders wants to change that by slashing the prices of its e-readers.
Just like the Kindle and Nook, Borders' Kobo platform is now available on mobile devices as a special app, and also on PCs.
After Amazon chopped down the Kindle 2 price and Barnes & Noble introduced a cheaper Nook, Borders is now offering a $20 gift card to anyone who buys its e-reading device, the Kobo.
Borders has entered the rather crowded eReader space with the launch of a $150 device dubbed "Kobo."