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JiWire, Borders announce Wi-Fi advertising deal

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San Francisco—JiWire Inc., a location-based mobile media company, announced Wednesday that it has entered into an exclusive partnership with Borders Group that will enable advertising on the retailer's Wi-Fi network. With the agreement, advertisers can serve location-targeted messages in any one of more than 500 Borders stores.

The use of Wi-Fi in cafés and coffee shops increased by more than 50% in the first quarter of this year compared with the fourth quarter of last year, according to a JiWire report, "Mobile Audience Insights Report," released earlier this year. Advertisers on the JiWire Borders network include Cisco Systems' WebEx, UPS and Verizon Communications.

“As we see a notable shift in more café locations offering free Wi-Fi, the café owners are looking to find new ways to monetize their networks,” David Courtney, CEO of JiWire, said in a statement. “These premium café locations have developed a unique audience that is incredibly valuable, and we are making it possible for advertisers to have location-specific engagement with this hard-to-reach, on-the-go audience.”

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