If you think "e-reader," you think Kindle, don't you? Most people do, which is why Nook has been such a disappointment for Barnes & Noble. Now, the company is cutting its own e-reader loose.
Barnes & Noble announced today that it will split into two companies by next year - one for the retail book seller and one for Nook.
Barnes & Noble's digital business has struggled in recent quarters, both in terms of e-book sales and devices sold. The company has tried to combat this by lowering prices on its existing devices and partnering with other hardware manufacturers like Samsung.
Nook's troubles have been dragging the company down for awhile now. For the most recent quarter, Nook revenues were down 22 percent. That's not going to keep Nook going much longer.
So, instead of being dragged down further by Nook, Barnes & Noble is letting it go.
"The reason to separate the company is to hope that someone like Microsoft would buy it," [analyst James McQuivey] says. "But I don’t know if there is a buyer for Nook. That's really the only outcome for Nook that will give it some opportunity to have a life when it's out there on its own."
Don't be surprised if this is the beginning of the end for Nook.
Do you have an e-reader yet? If not, take a look at my guide to buying an e-reader.