Using "Find Treasures. Read," as the tagline, WCMH-TV in Columbus, Ohio, helped inspire grade schoolers to keep opening books during their 2007 summer vacation. The "Summer Reading Club," a partnership of the Columbus Metropolitan Library, Southwest Public Libraries and Worthington Public Libraries, attracted a record 74,000 young readers last summer. The station has provided media support for the program since 1990. Public service announcements (PSAs) featuring WCMH anchors encouraging children ages 12 and younger to sign up started 10 days prior to the beginning of the program. Station talent participated in the kick-off party, as well, calling bingo and greeting kids. In addition to news coverage, a community page on the station Web site featured the program, as did the station’s special events recorded hotline. Additional on-air support included a live interview guest segment with Columbus Metropolitan Library’s children’s coordinator, additional PSAs and a joint donation with Volunteers of American and Scholastic Inc. of a book to each child reaching a specific incentive level.
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