Debra Goldman's Consumer Republic

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First it was cows. Back in 1999, someone in Chicago got the madcap idea from those crazy Swiss that decorating the city’s streets with fiberglass cow sculptures would do wonders for the commonweal. Soon, a veritable virus of civic whimsy was raging, as city after city succumbed to adorning its streetscape with cows and other four-legged mammals.

The virus is back, although this time books, not bovines, are the symptom of the disease. The outbreak began last year in Seattle, where literary boosters and civic lights decided it would do the town a world of good if everyone were to read and discuss the same book at the same time.

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