Radio PSAs Urge Kids to Read | Adweek Radio PSAs Urge Kids to Read | Adweek
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Radio PSAs Urge Kids to Read

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NEW YORK Scholastic Inc. has teamed up with New Jersey governor Jim McGreevey to create a series of public service announcements promoting the Governor's Book Club, an initiative designed to get students reading at grade level by the third grade.

The 60 -and 30-second spots, produced at dwj Television in Ridgewood, N.J., recently began airing in selected New York, New Jersey and Pennsylvania markets on radio stations like WNEW, WJJZ and WOBM. An estimated 5.5 million listeners have heard the ads, which will play through year's end, according to a representative for Scholastic in New York.

In the spots, the governor urges parents to read to their children and to join his book club, which is supported by Scholastic. The children's book publisher ships three copies of each book club selection to public, private and parochial schools. The governor chooses three to four books each month.

"The idea is that every school should have a few copies so that kids could take them out of the library," said Francesco Sedita, a representative for Scholastic Book Clubs. Sedita added that the company donates nearly 24,000 books each month.

The publisher has designed two Web sites for the program:http://www.scholastic.com/njparents and http://www.scholastic.com/teachers