Leonard Chen

Livrada, a company developing new types of e-book gift cards, has raised a seed round of funding. Combined with earlier support from friends and family, the company has now raised a total of $1 million.

The startup’s first products were gift cards for specific e-book titles sold in Target and other stores. So if you want to buy something for a bookworm friend who’s embraced e-reading, you can essentially give them a specific book, not just a generic gift card to Amazon or the iBookstore.

In an effort to make ebook gift-giving more spontaneous and fun, Los Angeles-based startup Livrada is partnering with Target to sell gift cards for bestselling ebook titles like 50 Shades of Grey and Gone Girl in the chain’s 1,771 stores nationwide. The pilot program, which is initially available for Kindle and Nook and will be available on other platforms by the end of the year, launches on Sunday, July 15 with six books. Five are published by Random House: Fifty Shades of Grey by E.L. James, Gone Girl by Gillian Flynn, 44 Charles Street by Danielle Steel, Odd Thomas by

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