The literary bug must be in the air today, first a post about the return of “Reading Rainbow” and now this: “The Book That Can’t Wait.” A line of books from new independent Latin American authors is printed with ink that slowly disappears over a period of two months when exposed to sun and air. Argentinean independent publishers Eterna Cadencia teamed up with ad agency DRAFTFCB Buenos Aires to create a way to get readers to actually read the books they buy, giving authors (especially new ones) the audience they need to make lasting careers.
Apparently, new authors are able to get people to buy their first books, but turning buyers into readers is another story. According to the publisher’s video, people buy books, but never get around to reading them, leaving first-time authors in the dust, never to be published again. The video states, “If people don’t read their first books, they’ll never make it to a second.” The hope is that this ink will get readers' noses in their newly acquired books before the words disappear forever.
Credit: Eterna Cadencia