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As the two major real-world bookstores begin a march into cyberspace,, one of the most successful of the online retailers, is moving into mainstream marketing. last week hired Foote, Cone & Belding, San Francisco, for its estimated $5 million to $10 million advertising account, previously handled by CKS Partners, Portland, Ore. The company is expected to kick off a consumer print and TV campaign later this year. Online advertising will continue to be handled in-house.

DOMINANT IN ONLINE BOOKS VP-Marketing Mark Breier confirmed the account shift, but was unable to comment further on marketing plans because is in the quiet period following the announcement of an IPO., with almost two thirds of English books in print in its cybercatalog, has dominated the online book industry with monthly sales growth of 20% to 30%. Most off-line advertising had been print ads in Sunday book review sections.

However, cutthroat competition is in the offing as the two giants in the $20 billion a year industry, Barnes & Noble and Borders Books & Music, aggressively move into cyberspace.

Barnes & Noble-which is online through America Online-has launched its own Web site, threatening to set off a price war with discounts of as much as 30% on hardcover books and 20% on paperbacks. Borders also is planning a Web attack.

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