Thursday, April 05, 2007

Scholastic, Target Rev Summer Reading

Scholastic, Target Rev Summer Reading

Target gets on page with Scholastic to keep kids sharp over summer
Scholastic and Target Stores are ramping up a summer reading program that rewards kids and engages teachers and parents.

The four-month program, called Scholastic Summer Reading Buzz!, breaks on May 15 with a dedicated Web site, classroom materials, and a sweepstakes awarding a family trip to Orlando.

The goal is to get millions of kids to read at least four books over the summer, to keep their reading skills sharp while school is out.

Kids register at the site,, then log in book titles each time they finish reading one. For every four books read, Scholastic will donate one book to Reading is Fundamental (RIF), up to 50,000 books. Non-profit RIF will distribute Scholastic’s donated books to underprivileged kids.

The site also invites kids to submit reviews and “buzz” about the books they’ve enjoyed, and hosts book lists in English and Spanish, for parents and teachers. The sweepstakes runs on the site, too.

At the same time, teachers in 250,000 classrooms will get Reading Buzz materials, including book logs that kids take home to keep track of their reading offline. (Books tallied in those logs trigger donations to RIF, too). The classroom kits also include age-appropriate books, reading activities, and a $1 coupon for children’s books at Target.

Scholastic will promote Reading Buzz in materials for its in-school Book Clubs and Book Fairs as well as its Spanish-language vehicle Lectorum. Branded pencils and bookmarks will be given away at education conferences and reading events this spring and summer to raise awareness of the program.

This is the second year that Scholastic has run Reading Buzz, but Target is a new partner this year. Last year, Scholastic tapped Woman’s Day magazine to reach moms and support the program.