It's via Eksmo, one of Russia's leading publishing houses. The line translates to: "To read is not detrimental, it is detrimental not to read." copyranter read a lot (well, a lot of crap) as a kid, so the ad has slightly melted his frozen heart. Adme.ru just posted their best Russian ads of 2011 (which included these crazy Pepsi Max print ads and this crazy guerrilla don't drink/drive billboard). See more here.