Reading Roars!

Not too long ago (September last year, to be exact), Living Reading was launched.  Now, covered already by the local press, we have Viva Reading, a bid to encourage buinesses to back cultural activities (Viva Reading and Living Reading, interestingly, appear to have a close connection: viva is a Spanish word, derived from “to live”) . 

Reading Borough Council chief executive Michael Coughlin, who launched the programme with patron John Madejski, described Reading as an “ideaopolis”, which would presumably make London an ideamegalopolis.  Or something.

Full details about the corporate sponsorship programme can be found on the Reading Museum site.