READING — Armed with a new theme, city logo and marketing strategy, Mayor Earl Schmidt is forging ahead with his community's revitalization plan.

        “Crossroads of Opportunity” is the marketing theme Mr. Schmidt will use to attract new business, keep existing businesses and improve the city's image.

        City officials hope the campaign will help Reading shed its image as an old community.

        The heads of Reading's major employers have drawn up a long-term improvement plan. They focused on Reading's hometown atmosphere, school system, efficient local government and the stability of longtime, loyal businesses.

        Another improvement al ready is in motion. About 300 to 400 jobs will be created starting this fall when the University of Cincinnati opens its Biotech Research Center at Aventis-Pasteur. Safety Service Director Mike Rahall said UC and Aventis-Pasteur hope Reading can become a kind of “Biotech Valley.”

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