If the Sony Reader and Amazon Kindle ebook readers just aren’t doing it for you, now there’s a third choice, the Ectaco jetBook that rolled out today. While this $349.95 reader’s 5-inch screen is smaller than the Sony Reader or Kindle (both with 6-inch screens), its 7.5-ounce weight makes it easier to carry around than both the 9-oz Sony Reader and even heftier 10.3-oz Kindle.

Is that screen going to be big enough? A quick size assessment of a typical paperback book shows us a diagonal measurement of 8 inches, so we’re thinking the jetBook's 5-inch screen might seem a bit small. Its $349.95 price is lower than the $399 Kindle, but then the jetBook doesn’t have the Kindle's built-in wireless downloading, either. However, jetBook is pricier than the Sony Reader, which can be found for $280.

Then there’s that bright fire-engine red color, figuratively screaming, “I’M READING AN ELECTRONIC BOOK.” But we like red, so maybe that’s not so bad.

Ectaco, via Gearlog