Respected/Dear professionals, Today is the World Book Day (April 23). It is celeberated to salute authors and remind the value of reading (books) to the public. We, the LIS professionals have to play a key role in highlighting this day to keep the habits of reading alive. As we all know, reading helps in all-round development of a person from his cradle to grave.It adds new sight to eyes and new wisdom to mind. A dump person becomes a communicator and a lame climbs mountains of knowledge through reading. However, in the present multimedia society, radio,television, cell phone, computer and the Internet have captured a big slice of time and reading has taken a back seat.These new gadgets of technology have become the "Time Eating Machines" and reading has almost become a closed book. Children, youth and adults alike are more inclined towards new technology for information, entertainment and pleasure. In this media mix, we the LIS professionals have to redesign the strategies to attract the new generation towards reading.   With best regards/wishes Fayaz Lone (Documentation Officer) Centre of Central Asian Studies, University of Kashmir, Srinagar. Now surf faster and smarter ! Check out the new Firefox 3 - Yahoo! Edition http://downloads.yahoo.com/in/firefox/ -- This message has been scanned for viruses and dangerous content by MailScanner, and is believed to be clean.