10x10 Photobooks is a non-profit organization founded to "foster engagement with the global photobook community through an appreciation, dissemination and understanding of photobooks." Founded in 2012, 10x10 is a presenter of public photobook events, including reading rooms, salons, and online communities, as well as a publisher of art catalogs representing the photobook medium. "Photo books are now recognized as a separate art form, a subgenre of the larger universe of photography, and their importance has prompted a recent spate of books about photo books.""10×10 was inspired in part by lack of direct access for the general public to many of these books, some of which were published decades ago in limited editions." Together, they organizes public events in the form of salons and what they call "reading rooms" — touring interactive exhibitions of photobooks that invite viewers to sit and leaf through a curated selection of works. In addition to this public programming, 10x10 publishes their own books based on specific themes that coincide with some of their major reading rooms.