Barnes & Noble Unveils Holiday Ad Campaign for Highly Acclaimed NOOK® HD and NOOK® HD+

  Barnes & Noble Unveils Holiday Ad Campaign for Highly Acclaimed NOOK® HD and

    “Dear Santa” Campaign Spotlights Family Appeal with a Modern Take on a
                        Cherished Childhood Tradition

Business Wire

NEW YORK -- November 26, 2012

NOOK Media LLC, a subsidiary of Barnes & Noble, Inc. (NYSE: BKS), the leading
retailer of content, digital media and educational products, today introduced
“Dear Santa” – a new spot in the holiday advertising campaign designed to
shine a light on the family appeal of NOOK HD and NOOK HD+. These new 7- and
9-inch tablets are lightweight, but packed with pixels to deliver text,
graphics and video with stunning HD clarity so every book, magazine, movie and
app looks better than ever before. Add new family-friendly features like NOOK
Catalog^™ and NOOK Scrapbook^™, and you have the very best reading and
entertainment tablets for the whole family to share.

In addition to the unmatched reading experience with beautifully rendered text
and magazines in spectacular HD, NOOK Catalog offers convenient browsing and
shopping capabilities through a selection of colorful, complimentary catalogs
from leading retailers including Pottery Barn, L.L.Bean, Frontgate, Garnet
Hill and Harry & David – with 100 of the most popular catalogs available this
holiday. New catalogs are delivered directly to devices so customers can
virtually flip through the pages to explore, tap on a product of interest for
more information from the retailer’s Web site and make a purchase. Plus, the
new NOOK Scrapbook feature makes it easy to rip and save select pages in a
personalized collection along with other chosen pages saved from catalogs and

“Dear Santa” offers a contemporary take on making wish lists for the holidays.
Years ago, kids would break out paper catalogs and highlight the items they
wanted to add to their holiday wish list. Now, through NOOK Scrapbook, kids
have a whole new way to do what they’ve always done. The campaign starts with
a young girl and her mother perusing an American Girl magazine in striking HD
clarity on NOOK HD. Mom clips and saves items that catch her daughter's eye
and together, they begin to assemble a wish list. After Mom walks away, the
girl starts using the device on her own and flips through magazines and
catalogs to create a NOOK Scrapbook she titles “Dear Santa.” Mom then finds
the NOOK HD addressed “North Pole” in their mailbox. Through this whimsical
story, the campaign translates technology into a simple truth – NOOK HD and
NOOK HD+ are about the joy of reading and the ability to share that joy with
those you love.

“NOOK HD and NOOK HD+ are not only the best tablets for reading and
entertainment, but also the best tablets for families, and ‘Dear Santa’ was
designed to tell the whole story,” said Glenn Kaplan, Creative Director at
Barnes & Noble. “The execution captures the excitement and spirit of the
season through the magic of our unique scrapbooking feature, all through the
eyes, and experience, of a child.”

“Dear Santa” will supplement the current “Share” spot, focused on another
family-friendly feature: NOOK Profiles, which makes it easy to create
individual profiles for every member of the family. As with “Share,” “Dear
Santa” was developed by Barnes & Noble with advertising partner Mullen and
directed by Todd Field of Smuggler, with visual effects by Logan NY.

Both spots, which can be viewed at, are scheduled for
over 1.2 billion impressions nationally, across all major networks (ABC, NBC
Universal, CBS, Fox and The CW) plus cable networks (e.g. Food Network, HGTV,
Bravo), during all top-rated network shows. This unprecedented television
media buy will include broadcast on primetime programming like The Voice,
X-Factor, Dancing with the Stars, Grey’s Anatomy, 2 Broke Girls, The Mindy
Project, The New Normal, The Good Wife, Survivor, Nashville and many others.
From a digital perspective, “Dear Santa” will be distributed through online
video. The spot will be targeted to reach loyal “Pinterest” users who convey a
heavy interest in scrapbooking.

Just in time for the holiday season, the new NOOK HD and NOOK HD+ are
optimized to deliver unparalleled experiences in the areas that company
research showed NOOK tablet owners use most: reading, Web, video and email.
The reading experience is unmatched, offering beautifully rendered text,
magazines in spectacular HD and lightning fast page turns. In fact, NOOK HD
boasts the world’s highest-resolution ever on a 7-inch tablet and NOOK HD+ has
a stunning 9-inch full HD display. Thanks to top-end processors, the newly
designed Web browser in NOOK HD and NOOK HD+ is super-fast, making it simple
and smooth to surf favorite sites with a tap, pinch and zoom. New to the Web,
ArticleView^™ allows you to customize your online reading experience. Both
NOOK HD and NOOK HD+ offer access to a collection of popular movies and TV
shows through new NOOK Video. And an all-new built-in email app offers new
features in an easy-to-use, clean format that supports a host of popular
personal and work-related email services including Microsoft^® Exchange

Starting at the low prices of $199 for NOOK HD and $269 for NOOK HD+, nearly
half the cost of the leading large-format tablet, both products deliver an
amazing value for customers. NOOK HD is available in “Snow” and “Smoke” and
NOOK HD+ is available in “Slate.” Experience the entire NOOK family of
products at or at the NOOK Digital Shops and displays in one of
Barnes & Noble’s more than 700 bookstores and other leading retailers
including Best Buy, Target and Walmart. Barnes & Noble offers Always Free NOOK
Support ^ in all of its neighborhood bookstores, with more than 40,000
NOOKsellers across the country ready to assist customers with setting up their
NOOK devices or choosing their next great read.

About Barnes & Noble, Inc.

Barnes & Noble, Inc. (NYSE:BKS) is a Fortune 500 company and the leading
retailer of content, digital media and educational products. The company
operates 689 Barnes & Noble bookstores in 50 states, and one of the Web’s
largest e-commerce sites, ( Its NOOK Media LLC subsidiary
is a leader in the emerging digital reading and digital education markets. The
NOOK digital business offers award-winning NOOK^® products and an expansive
collection of digital reading and entertainment content through the NOOK
Store^™ (, while Barnes & Noble College Booksellers, LLC operates
667 bookstores serving over 4.6 million students and faculty members at
colleges and universities across the United States. Barnes & Noble is proud to
be named a J.D. Power and Associated 2012 Customer Service Champion and is
only one of 50 U.S. companies so named. Barnes & is ranked the
number one online retailer in customer satisfaction in the book, music and
video category and a Top 10 online retailer overall in customer satisfaction
according to ForeSee E-Retail Satisfaction Index (Spring Top 100 Edition).

General information on Barnes & Noble, Inc. can be obtained via the Internet
by visiting the company's corporate website:

NOOK^®, NOOK Store^™, NOOK Video^™, NOOK Video Apps^™ are trademarks of Barnes
& Noble, Inc. Other trademarks referenced in this release are the property of
their respective owners.

Follow Barnes & Noble on Twitter (, Facebook
( and YouTube (

About NOOK Media LLC

NOOK reading and entertainment products make it easy to read what you love,
anywhere you like^™ with a fun, easy-to-use and immersive digital reading
experience. With NOOK, customers gain access to the expansive NOOK Store^™ of
more than 3 million digital books, plus periodicals, comics, apps, movies and
TV shows, and the ability to enjoy content across a wide array of popular
devices through free NOOK Reading Apps^™ and NOOK Video apps, available at NOOK owners receive Always Free NOOK Support in any
of Barnes & Noble’s nearly 700 bookstores. Find NOOK devices in Barnes & Noble
stores and online at, as well as leading retailers including Best
Buy, Walmart, Target and many others. NOOK products will also soon be
available in the United Kingdom retailers.

For more information on NOOK, follow us on or and


Mary Ellen Keating
Corporate Communications
Barnes & Noble, Inc.
(212) 633-3323
Carolyn J. Brown
Corporate Communications
Barnes & Noble, Inc.
(212) 633-4062
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