Organizers of World Book Day want to harness the power of word of mouth to promote reading. They plan to distribute 8 million postcards which would “enable one in seven people in the British population to recommend a book to a friend, or enemy. The card, due to come tumbling out of virtually every publication in Britain until World Book Day on March 3, are designed by artists ranging from the Guardian’s Graham Rawle to Peter Blake and Simon Patterson. The organisers, whose mission is to raise the profile of reading and book buying and borrowing, call this harnessing the power of recommendation, and are focusing it on a single day.”