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いつ is "when" and 頃 is "about." Combine those together and you have "about when?" or "how soon?"
The reading is the same as the one you learned with the kanji, just rendaku'd.
トーフグはいつ頃Eブックマーケットに参入するつもりですか？
How soon will Tofugu enter into the e-book market?
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