During this week's Consumer Electronics Show in Las Vegas, the Hearst publishing firm's e-reader technology will take a significant step forward, as the unique Skiff Reader sees a grand launch.

Skiff, which is a start-up backed by the publishing company, and was previously, christened FirstPaper, will demonstrate its extraordinary flexible, large-screen electronic reader which has been specifically optimized for newspapers and magazines.

The Skiff Store will be delivering the digital content for the e-reader through the Sprint 3G wireless network.

Skiff is an important device for Hearst for a number of reasons. For starters, it is an effort on the part of the firm to lure back all subscribers who have moved away from paid content in favor of free online content, and secondly, the device poses a new challenge to the present e-reader market rulers like Amazon's Kindle and Barnes & Noble's Nook.

"The Skiff Reader’s big screen will showcase print media in compelling new ways. This is consistent with Skiff’s focus on delivering enhanced reading experiences that engage consumers, publishers and advertisers", said Gilbert Fuchsberg, President of Skiff.