Waterstones have taken notice of Project X's research and material and are driving toward the market for young boys.
Waterstones have found a gap in the market for the advertising of books and books shops at football grounds and found it a suitable product placement area for the advertisement. Using this they can catch young boys attention through the means of football related advertising for their brand to increase awareness of the company and reading to the target market.
'Waterstone's mission is to be the leading Bookseller on the High Street and online providing customers the widest choice, great value and expert advice from a team passionate about Bookselling. Waterstone's aims to interest and excite its customers and continually inspire people to read and engage in books.
Now part of HMV Group, Waterstone's first opened in Old Brompton Road, London, in 1982 and currently trades from more than 300 stores, on high streets and in shopping centres, and through numerous university campuses in the UK, Republic of Ireland and continental Europe (Brussels and Amsterdam) as well as on the Isle of Man, Jersey and the Isle of Wight.'