Scholastic and Kellogg Team Up to Deliver Back-to-School Literacy Message: "Read Every Day. Lead a Better Life."

Scholastic's global literacy campaign and free book offer* to appear on more than 10 million Kellogg products sold at Walmart stores this fall

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Scholastic Inc.

Aug 19, 2011, 09:25 ET

NEW YORK, Aug. 19, 2011 /PRNewswire/ -- In today's fast-moving, digital world, reading has never been more important and the best way to foster good reading skills is through regular practice and exposure to books in the home. To share the joy and power of daily reading with families across the United States, Scholastic is teaming up with Kellogg Company to deliver an important message about the value of reading every day along with a free book offer with the purchase of two specially marked Kellogg's® products available exclusively in Walmart stores this fall.

"Research shows that for young people, reading is the gateway to holding a job, understanding the world and knowing themselves," said Francie Alexander, chief academic officer at Scholastic. "Although consistent reading has been proven to build vocabulary, comprehension and fluency, too few children read regularly, much less daily." According to the National Assessment of Educational Progress, known as the Nation's Report Card, two-thirds of eighth graders in the United States do not read at the "proficient" level, (NAEP Reading 2009), and other studies show that students with below-grade-level reading skills are twice as likely to drop out of school as those who can read at or above grade level. (Adolescent Literacy: A National Reading Crisis).

Alexander continued, "Becoming skilled at reading, just like playing sports or learning a musical instrument, requires a lot of practice. We need to be sure that our kids are taking time every single day- ideally 20 minutes or more, to read – or for the younger ones, to be read to – in order to build skills they need to read more challenging texts in school. Allowing children to choose their own books and having a wide selection of books at home are great ways to make reading fun while guaranteeing reading success."

Research also shows that having books in the home and reading frequently has a significant impact on improving student achievement:

Children who grow up in homes where books are plentiful go further in school than those who don't. Children with low-education families can do as well as children with high-education families if they have access to books at home. (Family scholarly culture and educational success: Books and schooling in 27 nations 2010)
Ninety-one percent of children ages 6 to 17 agree with the statement, "I am more likely to finish reading a book that I have picked out myself." (2010 Kids & Family Reading Report)

"Whether starting the day with a healthy breakfast or helping their kids learn to read, parents want to do everything they can to set their children up for success," said Kris Charles, Kellogg global vice president Global Communication and Philanthropy, Kellogg Company. "Through this program with Scholastic and Walmart, we at Kellogg hope to make it a little easier for parents and caregivers help their children foster a life-long love of reading."

Families can choose from among the hundreds of titles available for $5.00 or less from Scholastic Book Clubs, including new and classic favorites such as Captain Underpants: Super Diaper Baby, Ready Freddy, Elijah of Buxton along with popular series including Clifford the Big Red Dog®, The Magic School Bus® and Goosebumps®. The more than ten million specially marked Kellogg's® products featuring the offer include Raisin Bran®, Mini-Wheats® Little Bites Original, Nutri-Grain®, Eggo®, Pop-Tarts®, Cheez-it®, Rice Krispies Treats®, Froot Loops®, Keebler®, and Frosted Mini-Wheats® Bite Size.

*Void where prohibited. Receive a $5 Scholastic Coupon when you enter two unique Kellogg's codes (found on specially-marked participating boxes of Kellogg's products, sold only at Walmart) at www.scholastic.com/kellogg. This $5 Scholastic Book Clubs coupon can be used for any book of your choice (or any other product), valued at $5 or less, available through Scholastic Book Clubs and the Scholastic Store Online. Full details for this promotion and official rules are available at: www.scholastic.com/kellogg. Shipping, handling, and tax may apply to orders placed through the Scholastic Store Online. Coupons may be redeemed until July 1, 2012. There are a limited number of specially marked participating Kellogg's products. There is no limit to the number of times a person or household can participate in this offer. You must go to www.scholastic.com/kellogg to receive your $5 Scholastic Book Clubs coupon. The promotion is open only to legal residents of the United States (one of the 50 states or the District of Columbia) who are currently 18 years of age or older.