How do I read a downloaded iBook in iTunes?

My newspaper (Daily Telegraph) offers subscribers a free iBook download each week.
This weekend I succumbed and installed the required iTunes on my PC,  created an iD, and downloaded the latest book.
I can see the book catalogued in iTunes, but for the life of me I can't find how to actually read it?
Having been in the IT industry for almost half a century, I am not exactly a newbie (though I may be going senile) - but this really isn't intutive. (I have even checked with Her Indoors to see if I was looking for something too complex!).
Any help would be appreciated.

Abberley,
The iBooks from iTunes can only be read on iOS devices such as iPhone and iPad.  They cannot be read on a PC or Mac.

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