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The Real Loser from the World Cup

The World Cup came to Germany, and it all went off peacefully and everyone made pots of money. Except, that is, for one branch. Can you guess what it it might be? Think, reader, think! Ask yourself:

(1) What activity are Germans likely to be distracted from during a huge soccer tournament?

(2) What are foreign tourists very unlikely to buy in Germany?

(1) Reading; and (2) German books. According to the trade magazine Buchreport (G), there was a "massive collapse" in sales (-9.4%) during June because of the "heat wave and the World Cup." In an ominous sign, it appears to have continued into July...