Because You Can't Spell "To Be Or Not To Be, That Is The Question" Without "NBA"

It's Aim High, Live Classic, a rather bizarre arrangement between Penguin Books and professional basketball to cross-market their products convince our Young People that reading really is cool because even their favorite sports heroes do it!

The men and women of the NBA and WNBA are compelling personalities whose lives exemplify the modern heroic struggle, themes found in Penguin Classics' great literary works. These handsome editions educate, provoke thought, engage, entertain, and enlighten readers today as they did when they were first written.

To celebrate the star power of the written word, some of the NBA and WNBA's biggest stars share their personal insights and inspirations drawn from their favorite Penguin Classics. Discussion guides to their favorites—as well as a number of the most popular Penguin Classics—are also provided to offer readers an engaging springboard from which anyone can embark on a journey through these great works. So get ready to jump in, Aim High, and Live Classic.

[Insert sound of grinding teeth here.]

Are we really so desparate to get kids to read that we're reduced to this?

Okay, okay, okay. I suppose there's an argument to be made that such a stunt, if it actually gets somebody to pick up a book, is entitled to at least some kudos. On the other hand, flipping through the stars' "testimonials" and the recommended reading list, the whole thing smacks of insincerity to me, as if Penguin doesn't really give a damn which books you buy, so long as you buy books. As for the NBA, what the hell - it's free publicity and a no-brainer exercise in public spiritedness.

Ain't I getting cynical in my old age?

Yips! to Nick Desai at The New Criterion.