"You keep that book, you read it then when you come back for your next appointment you swap it out and get another book," Bell explained.
The barber’s focus is to ultimately make reading fun.
"I mostly read comics and I also mostly read fiction and gaming books," said Mathis.
"Just pick up a Batman comic book and exercise your mind the same way you exercise yourself on that football field," added Bell.
So far, two barber shops are involved in this reading campaign; however the city hopes many more will join soon. The books are provided by the Milwaukee Public Library. Dozens of books will be changed out monthly.