Sony Supports the Search for Breast Cancer Cure With Debut of Its Reader Device

Sony Will Donate $10 for Each Reader Purchased During Breast Cancer Awareness Month


Supporting the fight against breast cancer, Sony Electronics will donate $10 for every Sony Reader purchased through October at its Sony Style™ retail stores and online shopping web site, as well as from its personal shopping service known as Cierge.

In total, Sony will donate up to $40,000 to The Breast Cancer Research Foundation, whose mission is to achieve prevention and a cure for breast cancer in the current generation's lifetime by providing critical funding for innovative clinical and genetic research at leading medical centers worldwide, and increasing public awareness about good breast health.

"Our research has shown that e-Books are particularly appealing to women and we want to show our commitment to this valuable group by supporting a worthy cause," said Caroline Bradley, Sony Electronics' marketing manager for Sony Style stores. "Our hope is to help build awareness of the importance of early detection and fund continued research through the launch of our new Reader device."

The Sony Reader will be on retail shelves next month. Agreements with several publishing companies have made more than 10,000 titles available to download to the sleek, compact device via the CONNECT® eBooks online store. The device is expected to sell for about $350 and for a limited time comes with a $50 credit towards the purchase of any available e-Book titles which can now be reviewed online at Sony CONNECT.

Consumers interested in inspirational breast cancer literature can find prominently displayed titles at during October. Titles include:

  -  "The Victoria's Secret Catalog Never Stops Coming: And Other Lessons I
     Learned from Breast Cancer," by Jennie Nash;

  -  "Uplift: Secrets from the Sisterhood of Breast Cancer Survivors," by
     Barbara Delinsky;

  -  "Saving Graces: Finding Solace and Strength from Friends and
     Strangers," by Elizabeth Edwards; and

  -  "Live Strong: Inspirational Stories from Cancer Survivors -- from
     Diagnosis to Treatment and Beyond," by The Lance Armstrong Foundation.

Pre-orders for the device begin today online at All pre-order purchases will result in a $10 donation as well.

About The Breast Cancer Research Foundation

The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit 501(c) (3) organization dedicated to funding innovative clinical and genetic research. The Foundation supports scientists at leading medical centers worldwide whose research is focused on achieving prevention and a cure for breast cancer in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. In October 2006, over $24.3 million will be awarded to 116 researchers across the U.S. and in Canada, Europe, Latin America, and Israel. Money magazine named BCRF one of America's eight top charities. The Foundation has received the highest rating from Charity Navigator, four stars, for five consecutive years, which means BCRF has outperformed most other charities in America in efficiently managing its finances. For more information, visit or call 1.866.FIND.A.CURE.

  Contact:  David Yang
            Sony Electronics Inc.

            Michael Rose
            Nuffer, Smith, Tucker

SOURCE: Sony Electronics Inc.

CONTACT: David Yang of Sony Electronics Inc., +1-858-942-7601,; or Michael Rose of Nuffer, Smith, Tucker,
+1-619-296-0605, ext. 236,, for Sony Electronics Inc.

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