By now everyone in and around east London will have seen this clever bit of urban spam for Penguin. I like it - it's smart and turns a boring space into something appealing, like EINE has been doing for years all over the East End.
But I don't want to talk about that.
Penguin has an excellent email newsletter that I've received for ages. However I've never bought anything because of it, until this morning.
Penguin are reviving the lost art of the weekly serial with The Glass Books of the Dream Eaters: A Victorian Adventure for the Digital Age. It looks lovely and gothic - I love the idea of serialised fiction - but they've also been very smart in converting this idea online.
There are only 5000 subscriptions available and you can only subscribe online. By building exclusivity in alongside a very sensible price point [£25] they made the online purchase an easy decision to make.
So go and sign up. Before they are all gone.