Sony has announced that its e-book device, the Reader, will eventually integrate third-party advertisements, according to New Media Age. Steve Haber, president of the company's digital reading division, claims the product provides new opportunities for publishers to generate revenue, amid declining profits from advertisements in traditional media.

“There are so many avenues for the [e-reader] industry to grow, including advertising; this is truly the beginning,” Haber said. The device currently does not include third-party ads, but the company anticipates a shift as more publishers explore the platform.

“Advertising is not part of the business model at the moment but I would imagine that when it comes to periodicals, newspapers and magazines, those businesses are built around the advertising model so I would imagine it going in that direction,” Haber said.

Sony earlier this month launched an update device, the Danielle Steel Limited Edition, that could be a response to devices such as the Kindle DZ. The company is set to host the Guardian Hay Festival of Literature later this month to promote the Readers.