Promoting Literacy in the Digital Age
Scholastic also is utilizing social networking to market the campaign via its corporate blog, "On Our Minds@Scholastic" (onourmindsatscholastic.blogspot.com), its various Facebook fan pages (its Books Club fan page alone has more than 100,000 fans) and Twitter. "We tweet daily about what's happening in the campaign," says Good. Additionally, the campaign's slogan appears on every e-mail sent from a Scholastic corporate account.
With a campaign goal to "get more children to read every day," according to Good, Scholastic will be monitoring the campaign's success. "We are measuring awareness of the messages pre- and post-campaign as well as behavioral changes in reading habits," she says. "We will also measure our success by the number of adults and children who join the You Are What You Read website and share their love of books in this social networking setting."
Promoting Literacy—and Selling Books—in the Digital Age
With so many forms of entertainment vying for children's attention today—television, video games, social networking, texting, apps—it may seem an increasingly difficult task for books to compete. However, that assumption may not be entirely accurate.
"Scholastic has studied the affects of technology on kids' reading habits and behaviors, and what we found is that some of the biggest users of technology are also some of the most frequent readers," says Robinson, referring to the "2010 Kids and Family Reading Report," a national survey of the views of children (ages six to 17) and their parents on a range of topics regarding reading in the 21st century, that Scholastic released this fall. "[The study] found that one-third of kids ages nine to 17 said they would read more books for fun if they had access to e-books. This included both the most- and the least-frequent readers. What this tells us is that we should meet kids where they are," he adds. "Technology is here to stay, so let's make sure technology is a tool for reading more and reading better."