Recently an independent Argentinian publisher, Eterna Cadencia, released an advertisement that highlighted the importance of The Book That Can’t Wait. This isn’t a joke; if you don’t read the book the story literally disappears. The Latin author anthology’s ink is designed to react with everyday elements such as air and light over the course of sixty days, ultimately beginning to fade.

Why do such a thing? The initial premise is one that should make us pause for a moment. “Books are very patient objects,” insists the film. “If people don’t read their first books, they’ll never make it to a second.” An interesting challenge. How often do we put books aside in favor of other activities?

In a culture full of intense visual stimulation and media at every turn, do people have the patience for books any more? Even primary education has become entertainment in some ways, seeking to teach through visual stimulation rather than encourage students to read a textbook. Are we more interested in catering to visual media than trying to get back to reading?

In any case, this publisher combats the dilemma with a seemingly easy solution: creating ink that fades after the first two months of the book’s life. One might say that having bookshelves full of empty books is not desirable, yet why not fill the well-crafted journal with your own handwriting? Perhaps Eterna Cadencia started something. Perhaps it will drive our culture back to reading books.

So what is your opinion? Would you write in the book after the ink disappeared? Would you purchase a book if you knew the story would fade away after two months?

The original video is below.