Mexico City has launched a book-lending program to promote literacy and good behavior on subways by handing out 1.5 million free books to commuters. The idea is that commuters pick up the special editions at the entrance, then return them at the exit.
So far, the program has been exceedingly popular. Many passengers said they could not remember the last time anybody gave away anything or trusted strangers. Television stations have been showing passengers reading on the subway, and in doing so, spreading the word about the program to its target audience: those who rarely read but watch a lot of television. [emph mine]
The book return rate is 64%, which is okay, if not stellar. But I don't think the cause of literacy is hurt by people taking books home to finish them later. This project reminded me a bit of Book Crossing, and I wondered what would happen if the Mexico city transit authorities started a Book Crossing-like website or, on the low-tech side, left some pages blank for people to write their own reviews.
Via WaPo
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