Demonstrating that running an app store is more about knowing your audience than pure scale, Barnes & Noble continues to be bullish about its Nook Color.

(Indeed, its press release on the subject includes the URL sting "nook_color_getting_better.html".)

The Android-powered tablet combines e-reading with apps and games, through a heavily curated app store.

Without providing absolute figures, Barnes & Noble says it's doubled the number of apps available since the service's launch in April.

Recent additions include games such as Astraware Tradewinds 2 and Nook Color exclusive Aces Hearts, apps like Fandango, Evernote, and Seesmic, and demonstrating the company's knowledge of its audience, what it refers to as "a number of highly requested bible-centric apps".

Gaining momentum

In terms of download volumes, it announced one million Nook Color app downloads in mid-May, a figure now upgraded to our "customers have downloaded millions of paid and free apps".

Of course, books remain the main focus with over two million titles available, as well as 165 magazines.

The top five paid apps downloaded include three games - Angry Birds, Astraware Mahjong and Aces Jewel Hunt - listed alongside Quickoffice Pro and Drawing Pad.

Barnes & Noble says around 50 percent of the apps are priced at $2.99 or less, with the vast majority are priced at $5.99 or less.

[source: Barnes & Noble]