The Verge (@verge) reports on a publishing/marketing concept that uses disappearing ink to print books whose text gradually fades away over a period of 2 months as it comes into contact with light and air.
Dubbed "The Book That Can't Wait," the format — an intriguing one in a world increasingly dominated by Kindles and Nooks — is being pioneered by independent Argentinian publishing house Eterna Cadencia, which is using it to promote new authors. As the promo video points out, “if people don't read their first books, they'll never make it to a second.”
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