Book chain Zomet Sfarim expected to generate record sales of NIS 250 million for 2007, as book sales at its chains grow by nearly 30 percent. Over the past five years, the chain has managed to gain 30% of market share while the average price of a book has been reduced to NIS 47 compared with NIS 63 in 2003, according to Avi Shomer, general manager of Zomet Sfarim. By 2010, the company plans to increase the number of book stores to 100 with a sales target of over NIS 400m. This year, the book chain opened 10 new branches; it has another 12 planned for 2008 including Rosh Pina, Ashdod and Kiryat Ono, which will bring the total number of stores it operates to 80. To further expand its reach, Zomet Sfarim, will raise its advertising budget for 2008 by 35% to NIS 20m.