The Grumpy Goat sells beer and cheese, a welcome new addition, but look at the struggle it and its neighbours have in getting noticed.
Station Road is a mess of A boards as struggling traders try to be noticed and to persuade a fickle public to wander through.
Developers of the new Station Hill envisage arcades of a similar nature. But until Reading recognises that by promoting these small businesses they will add to the weight of shoppers heading to the town, these brilliant individual concerns will remain pushed to the outskirts of the centre and goodwill from outsiders will be lost.
So many towns in the country are like it, yet so many do nothing about it. That’s why so few stand out.