According to Walter Benjamin, with the mechanical reproduction, work of art has came near to the human being, loosing its aura - the sacred uniqueness of the objects that distinguish themselves in pre-industrial society. The hypotesis of this written essay is that the printed book, although being a industrial culture product, could preserve something of this aura, that Benjamin told us about, as a remaining vestige of the book´s long history. In this sense, we come back on time line, starting on the pre-eminence of the writing on the occidental culture as a fundamental fact to the process of book´s auratização, with the objective of reflect about the possible reasons of the survival of its prestige as a media and as a cultural product in the beginning of the 21st century, that is, in a period characterized by a communicational revolution generated on the advances of electronic and digital media.