Continuing the paranoid theme

He was growing slowly more and more convinced that the rectangular paper object he held in his hands, full of letters and pictures, was sending messages to him. With growing horror and apprehension he considered what dread import could be held within, what mysterious magical otherworldly message could the book in his hands be attempting to convey? Those letters, right there -

S P O T S F I R S T W A L K

JUST WHAT COULD THEIR MYSTICAL MESSAGE BE?