Books for Wannabe Lovers

Books are for lovers, not just book lovers.

Or so goes the logic of publisher Penguin UK and bookseller Borders UK who both recently launched dating websites–which, of course, promote and sell books (coincidentally about love, dating, and relationships).

Strategically, I’m sure these book companies simply want to sell more books.  Not waiting around for online dating services to advertise and sell books, and rather taking matters into their own hands seems logical, if not a belatedly brilliant solution.

But in the larger picture, they are striding toward the kind of book ubiquity that promotes reading, generally.

Books must be everywhere–not just bookstores, book departments, libraries, or book websites–if more Americans are going to become readers.  And it’s only the book industry that can impel a shift in the cultural climate if they hope to gain market share from other forms of entertainment.

• “Book ubiquity” quietly teaches the culture:  you can’t really function, or be cool, without books.
• Reading must also be thought of as sexy.
• Books need to be where people go, not require people to look for books where they don’t naturally travel.

These two online dating websites demonstrate leadership on all three levels, even if inadvertent.  I hope they sign up millions of love-hungry subscribers.

Now, on to gardening, motorcycles, crafting, fly fishing, canning, computing…