An Argentine publishing house recently thought up an interesting idea for a book in disappearing ink that completely goes blank two months after you open it.
Expose it to sunlight and air and bam. Gone after 60 days.
The marketing concept, created for publisher Eterna Cadencia, is called El Libro Que No Puede Esperar - translated, it means The Book That Can't Wait.
In a world where eBooks are starting to dominate, why would a publisher print books in disappearing ink, effectively rendering them even more useless?
According to Eterna Cadencia, it was done to promote up-and-coming writers, and also to try to encourage consumers' passion for reading in general.
There's no putting this one down ... lest it be unreadable!
As the video says, "if people don't read their first books, they'll never make it to a second." Maybe so, but it'll still be a stack of blank paper by September.