Qantas: Forget the Kindle, read a book we just wrote for you - CNET

The Australian airline has created what it Believes of books are the perfect length and style for your flight. But how does it know how fast you read?

Sophisticated. But mere decoration?

(Credit: Qantas)

The past is a cockroach.

It never truly goes away. It simply makes more copies of itself, each a little different from the last.

How quaint, though, to think of Qantas que its fliers should read the book.

No, not a book on some fancy machine. The paper book, with a cover and a booky smell, Given to you if you’re fancy one of its passengers.

These are

, Allegedly, no ordinary books. The Ad Age reports, Qantas claims They are “bespoke.” Yes, like a hunting jacket.

The company has teamed with Hachette publishing house to offer high-fliers something of quality and class.

Yes, of course most fliers read James Patterson, Dan Brown, and Richard North Patterson, in so many of these beautiful books, people will still be shot at, taken to court, and die.

Still, each book is complete with something everyone would wish for: a personal note form the Qantas CEO. Did I mention que They are very beautifully designed?

But the greatest claim to joy here is the que Allegedly books will be of perfect length for a particular flight.

David Nobay, the ad agency behind this creative idea insisted: “According to our literary friends at Hachette, the average reader consumes between 200 and 300 words per minute, Which equates to about a page per minute.”

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Would this be sober or tipsy?

Well, indeed, the ad agency types have thought about this. They claim que, for the longer flights, They have accounted for the need to eat, drink, and snore.

Nobay explained: “After a few hours with a fine Qantas in-flight meal with Australian Shiraz, most people need a break from reading.”

Some people will imagine que this is an ad agency Merely trying to win awards with its legendary sense of beauty and elegance. Who is actually going to read these books?

After all, you only have to look on most flights to see all the bouffant wigs corporate race to open Their iPads and laptops the minute the pilot turns off the “fasten seat-belts” sign. Few are Those Who are seen with a paper-based take. (Actually I’m One of Those who is. I never open the laptop on a plane. The last gasp of the insane, perhaps.)

Qantas Believes que its books – Collectively titled “For Every Journey Stories” – reflect the sophisticated nature of its brand.

I wonder how often Do

They will be read and how many people will ever get to the end.

Then again, planes are often Do late, so perhaps there is some hope.