Scholastic and Target are launching a Summer Reading Buzz! promotion. The Target logo is kept down low on the Web page, the emphasis on literacy is a good thing, and the RIF donation is a nice touch (and resonates with those of us who fondly recall the group’s ubiquitous commercials from the ’70s). Still, I suspect some Buzz! elements, like book reviews and the overall look and feel of the program, are designed to prepare young consumers for e-commerce forays here and here. Then again, I’ve never finished reading either Moby Dick or a Target ad. So who am I to judge?
—Posted by David Gianatasio