As widely expected, Barnes & Noble unveiled its Nook electronic reading device at a splashy news conference on Tuesday to generally positive views from the publishing community, and offered some details about its whispered-about lending capabilities.

As much as anything, publishers seemed relieved that Barnes & Noble, which operates the nation’s largest chain of bookstores, had produced a credible alternative to Amazon’s Kindle. The Nook, priced at $259, went on sale Tuesday afternoon at nook.com, at a price that matched the latest edition of the Kindle. The Nook will ship starting in late November.

Amazon currently dominates the market for electronic readers. Estimates vary, but according to the Codex Group, a consultant to the publishing industry, Amazon has sold about 945,000 units, compared with 525,000 units of the Sony Reader.

Image The Nook electronic reading device from Barnes & Noble was unveiled Tuesday, offering a competitor to the Kindle. Credit... Shannon Stapleton/Reuters

Barnes & Noble opened an e-bookstore in July, and its editions, which are available in ePub and Adobe PDF versions, can be read on a variety of devices, including Apple’s iPhone, the BlackBerry, Macs and PCs. Barnes & Noble will continue to support those devices, as well as forthcoming e-readers from iRex and Plastic Logic.