Concurrent use information. The applicant is using the mark in connection with "retail services, including selling of books and related merchandise, story times, author and illustrator visits and book signings". The geographic area that the applicant is using the mark in commerce is "Loudon County, Prince William County, Fairfax County, Arlington County and the City of Alexandria in Virginia, Montgomery County and Prince Georges County in Maryland (references to the counties in Virginia and Maryland identified herein include the independent cities located therein) and the District of Columbia". The applicant is using the mark on store signage, advertising and promotional materials. Applicant has exclusive right to use the mark except for concurrent user, Mary Murphy, a United States citizen. Murphy is using the mark "Hooray for Books" through her related company in connection with "educational services, namely, conducting classes in the field of reading and science and distribution of course material in connection therewith and educational enrichment programs that include: cooking; science; phonetic awareness; social skills and literature". The concurrent user's geographic area in which she is using the mark in commerce is "the United States and its territories except Loudon County, Prince William County, Fairfax County, Arlington County and the City of Alexandria in Virginia, Montgomery County and Prince Georges County in Maryland and the District of Columbia". The concurrent user uses the mark on advertising and promotional materials. The concurrent user is the owner of U.S. Registration No. 3,484,148.