The Audit Bureau of Circulations (ABC) is renewing the joy of reading through its partnership with BookXcess, the organisers of the Big Bad Wolf sale, from 7 - 16 October at the Malaysia Agro Exposition Park in Serdang.

"We need to inculcate the joy of reading as a means of gaining information and broadening the understanding of a wide variety of topics," says Chan Sheow-Vern, ABC Malaysia Chairman. "Reading must be introduced at a young age so that it becomes a part of our lives. It improves one's vocabulary and also encourages the reader to reason out issues and the state of play of events locally and internationally."

More than 1.5 million books, sourced from various capitals across the world, will be on display at this year's Big Bad Wolf sale, touted as the single biggest book sale in the world.

BookXcess, which specialises in selling remainder books, will offer discounts between 75 - 95% at the sale. More than 500,000 customers are expected to visit the event. Admission is free.

ABC's partnership deal with BookXcess involves promoting the Big Bad Wolf sale through its network of mainstream newspapers and magazines.

"Our partnership with BookXcess fits in with our goal of reaching a 10 million circulation economy for all newspapers and magazines by next year," adds Vern. "The print media is far from extinct. We need to grow the industry by engaging Malaysians in cultivating lhe reading habit."

Andrew Yap, co-owner of BookXcess explained, "lt does not matter if people read in Bahasa Malaysia, English, Chinese, or Tamil. What's important is that they read to expand their  knowledge. There is a critical value in reading now with the implementation of 'must-pass' in English in schools."