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'Harry Potter' and Amazon.com Key Sales Drivers: Borders CEO

Friday, 20 Jul 2007 | 6:06 PM ET

As "Harry Potter" fans await the final installment of the popular series, CNBC’s Maria Bartiromo sat down with George Jones, chief executive of Borders Group, on “Closing Bell.”

Profits in the Potter
Millions of Harry Potter fans will get their hands on the final installment of the popular series tonight, with George Jones, Borders CEO and CNBC's Maria Bartiromo.

“'Harry Potter' is an important part of our business. It’s not that we make a whole lot of money on each of the books we sell, but it draws a lot of people into the stores and gives us a chance to sell other things and maybe in some cases, reintroduce them to Borders,” said Jones.

As fans await midnight Friday, when "Harry Potter and the Deathly Hallows" goes on sale, Borders is planning a spectacular including games and contests. Thousands of fans are expected tonight at the Borders store in New York City’s Time Warner Circle.

“We took advance orders in our U.S. stores of over a million and a half books, which does not include the Internet or our international stores,” said Jones. “For us at Borders, Amazon [Amazon.com] has been handling our e-commerce business for the last six or seven years and we will be reclaiming that business [in the] first quarter next year. We think it is important to have that, and link it to our store.”

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  • With almost 30 years experience in business television, Bill Griffeth is co-anchor of the 3 p.m. ET hour of CNBC's "Closing Bell."

  • Kelly Evans

    Kelly Evans is an on-air correspondent, reporting across CNBC's business day programming. She is co-anchor of CNBC's "Squawk on the Street."