We hope you read fast, because this?book completely goes blank two months after you open it and expose it to sunlight and air. An ad agency called?Draftcb recently won a gold medal award at the?Cannes PR Lions for its innovative and intriguing publishing idea. The concept, created for Argentine publishing house?Eterna Cadencia, is called?El Libro Que No Puede Esperar ? translated, it means?The Book That Can't Wait.
You have to ask, though, in a world where?ebooks are starting to dominate, why would a publishing house want to print books in disappearing ink? According to Eterna Cadencia, the concept was created to promote its up-and-coming writers. The publishing house believes you'd be forced to read a book you bought that's going to lose its print within just a couple of months.?As the video above says, "if people don't read their first books, they'll never make it to a second." But let's admit it: The idea would only work if people are actually willing to buy books that'll end up as fancy bound paper within just a couple of months.
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This article was written by Mariella Moon and originally appeared on Tecca
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