The largest U. S. bookstore chain Barnes & Noble Inc. announced its new chief executive officer today. New York based Barnes & Noble said that its former head of Website, William Lynch, will be the next CEO of the company. However, Barnes & Noble said that the former CEO Steve Riggio will remain the vice chairman of the company.

The appointment of Lynch, 39, as Barnes & Noble's new CEO clearly demonstrates a strategic shift for the company. The company took this decision with the strategy of shifting its focus on e-commerce and digital content. This move of Barnes & Noble also signals the importance of digital books to its future.

William Lynch joined Barnes & Noble in February 2009 and was working as the head of Website since then. Lynch helped the company in launching its electronic book store and oversaw the introduction of its e-book reader, the Nook. The company is now focusing mainly on digital sales to compete with its rivals such as Amazon. com Inc.

The company said on Thursday that it will move further into selling books online and through digital downloads.