Feb 21 – Feb 28, 2011 Edition Barnes and Noble Gears Up New Marketing Initiative

NEW YORK, NY/AUTHORLINK NEWS/February 23, 2011—Barnes & Noble will spend an estimated $40 million in marketing and a new look for its brand. According to trade publication AdAge, the company has hired Boston ad agency, Mullen, to spearhead the re-branding initiative.

According to AdAge, Barnes & Noble will focus its marketing efforts on its e-reader brand Nook, which is in competition with Kindle, the e-reader from

Neither Mullen nor Barnes & Noble would comment on the move.

Mullen handles the advertising for Stop&Shop, MassMutual, and General Motors, and recently added JetBlue and to its client list.