Taking the kids to school, we travel through the intertextual city. Some of us feel more at ease than others here, but all find our gaze attracted to the big picture-books of billboards that we pass. They are the 'real books' in our urban home. Like any books, these giant interactive texts teach their readers as much about form as content (their content, after all, changes with the months and seasons). There is a deep knowledge about typography and language choice to be gleaned there that is only rarely explored or articulated in the classrooms which wait at the end of our daily journey.