Tuesday, January 31, 2012

NEA: Reading Patterns of Children, Teenagers, & Adults

This is interesting...I found it while searching online for supporting research to support several planned iniatives for book marketing for 2012. This research should be required reading for authors, publishers, educators, etc. The information is not super current -- the report was issued November 2007 -- but it shows important trends in reading patterns of children, teenagers, & adults.

How am I using the information? I'm using it to fine-tune marketing targets -  instead of trying to sell to ALL teenagers, this report is steering me in a direction that will target "reading teens" specifically; it's pushing me to create the best Return On Investment (ROI). Instead of following a blanket marketing approach, I want to find places where "reading teens" might frequent, and market to them specifically.


Here's an overview of the report, as outlined on the National Endowment of the Arts (NEA) website.

To Read or Not To Read: A Question of National Consequence.
This report is a new and comprehensive analysis of reading patterns of children, teenagers, and adults in the United States. To Read or Not To Read assembled data on reading trends from more than 40 sources, including federal agencies, universities, foundations, and associations. The compendium expands the investigation of the NEA's landmark 2004 report, Reading at Risk, and reveals recent declines in voluntary reading and test scores alike, exposing trends that have severe consequences for American society. November 2007
Executive Summary
Research Report #47
NEA website

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