# Reading Radio Stations Ghandi Bookstore Promotes Literacy Through the Airwaves By Jamie Danielle Munro | Published 2011-05-28 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/ghandi-bookstore References: [adverblog](http://www.adverblog.com/2011/05/27/the-first-radio-spot-you-can-read/) & [watermelonmonkey.blogspot](http://watermelonmonkey.blogspot.com/2011/05/livraria-gandhi-o-primeiro-anuncio.html) The Ghandi Bookstore is an obvious fan of reading and to promote its love of literacy, the company is now using the airwaves to [encourage the public to read](https://www.trendhunter.com/trends/literacy-campaigns). In Mexico City, where traffic people spend half their day in rush hour at a standstill, the campaign features words that come up on a screen while listening over the airwaves. There may be some concern about words popping up on a screen when eyes should otherwise be on the road, but for many in Mexico City, traffic jams cause cars to move at a snail's pace. During this time, [radio listening](https://www.trendhunter.com/trends/radiocast) increases significantly, and the Ghandi Bookstore is using this idle time to encourage reading. Check out the link and watch the video to see what [literate airwaves](https://www.trendhunter.com/trends/everything-starts-with-reading) really look like. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 7% | Activity: 1% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Literacy Promotion:** The Ghandi Bookstore's use of airwaves to encourage reading presents an opportunity for other businesses to promote literacy through unconventional channels. - **Innovative Advertising:** The use of words on a screen during radio broadcasts in traffic jams opens up avenues for disruptive advertising methods that capture the attention of commuters and promote engagement. - **Multimedia Storytelling:** The integration of words on a screen with audio in radio broadcasts highlights the potential for immersive and interactive storytelling experiences, offering new opportunities for media and entertainment industries. ### Industries Being Reshaped - **Bookstores:** Bookstores can explore leveraging unconventional channels like radio to promote reading and reach wider audiences in traffic-congested areas. - **Advertising:** The use of words on screens during radio broadcasts creates opportunities for advertisers to captivate commuters and deliver impactful messages in traffic-heavy markets. - **Media and Entertainment:** The integration of multimedia elements in radio broadcasts presents a new dimension for media and entertainment companies to create engaging content and deliver immersive storytelling experiences on air. ## Related on Trend Hunter - [Car Manuel Novellas](https://www.trendhunter.com/trends/audi-handbook-novels.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Calming Audio Escapes](https://www.trendhunter.com/trends/activation-at-kings-cross.md) - [Global Audio Accesses](https://www.trendhunter.com/trends/podcast-and-radio-reader.md) - [Communal Reading Events](https://www.trendhunter.com/trends/reading-rhythms.md) - [Library-Based Inequity Initiatives](https://www.trendhunter.com/trends/latin-america-memorial-library.md) - [Open-Air Libraries](https://www.trendhunter.com/trends/ikea-billyotheque.md) - [Human Connection-Emphasizing Radio Initiatives](https://www.trendhunter.com/trends/radio-optimism.md) - [Youth-Targeted Reading Tournaments](https://www.trendhunter.com/trends/great-reading-tournament.md)