The message itself can be roughly translated as “Reading won’t hurt you. Not reading will.” which is a paraphrase of a common Russian saying (“Dreaming won’t hurt you…” - used a lot like “Dream on” in English). The graffiti says “We drank here”, there’s also misspelled “shit” there and “ацтой” which is a deliberate misspelling of a slang word meaning something bad (used quite often on the Internet).
Rachellogram, since you asked me, I agree with this.
I think the term has lost its original meaning and just means any image in which you’ve added a border and a trite saying.
Sorry Spoons, I didn’t mean to steal your thunder. 
That works when the image is well known enough. This obviously isn’t, as people seem to think it’s an original work. The author therefore needs attribution, and this does not provide such.
And, according to the article, people are trying to sell actual posters of it. Money that the artist, who created the poster, won’t get.
No problem, and glad to have your help. Ochenne chorosho! (Very good!) 
ETA: And I should add: spasibo! (Thank you!)
Thanks for the help! I knew what the (original) caption said because someone there translated it in a comment, but was unsure of the graffiti.
Guess you won’t like mine either:
Young Tagger Discovers Magic of Paint Fumes
Where can I buy that?
Books can work the other way around too.
Thanks, I’m often out of the loop on these things.
Youse guys keep talking about the demotivational poster site. The only one I know of is Despair, Inc., and this poster isn’t on their site. So where is it?
I want to start a band called Captain Obvious.
Books can be dangerous if you’re a hoarder.