Oprah’s book club for the new millennium?

Last month Penguin U.K. announced its Get Good Booking campaign, designed to “make reading more attractive to young men – by making young men who read more attractive to women.” Girls who talk to men reading the month’s selection may win £1000. For the weekend’s Observer, Jonathan Heawood asks some tough questions:

isn’t the risk of pulling a short-sighted nerd greater than the promise of £1,000? And what if a man chats up another man? What if, for instance, two men, both reading Doing It, catch each other’s eye? Do they get to split the money? And how will men prove that they are really reading the book, and not just holding it open over a football programme, or a bag of crisps? Will there be questions?


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