March 5th, 2013
America’s Parent Teacher Association includes millions of parents and teachers — but this year, they’re letting Amazon’s Kindle be the exclusive partner of a new program. To improve the reading skills of grade school students, the program will teach parents some fun ways to get involved in their children’s reading — and for the rest of the year, the program will officially be called The PTA Family Reading Experience, Powered by Kindle.
Besides ebooks, “The progam also encourages use of real books,” notes Fast Company magazine, “but it’s definitely a PR coup for Amazon, whose rival Apple has also been moving to increase its e-book educational appeal.” Amazon’s even created a special web page identifying themselves as “the official e-reader of the National PTA”. The page argues that the Kindle “was designed to make great books as accessible and engaging as possible, and kids say their enthusiasm for reading increases with e-books.”
“Parents love to see their children inspired to read more, especially with a device like Kindle that’s focused solely on reading.
It’s fascinating to see the way Amazon has now started marketing their e-readers as a family-friendly educational tool, with a pitch that the Kindle is “the perfect complement to children’s print books.” (Their web page also notes the Kindle’s storage capacity of over 1,000 books, “making heavy backpacks lighter,” and that each Kindle has a built-in dictionary which “supports real-time vocabulary development, while adjustable fonts and text sizes make each book just right for a child’s eyes and reading ability.”) Amazon’s even titled their page “Kids and Parents Love Kindle,” and they’ve also lined up an enthusiastic quote in the press release announcing their endorsement. “National PTA is honored to work with Kindle to provide parents with proven techniques for improving their child’s reading fluency, comprehension and passion…”
But the real question isn’t just whether this will help Amazon sell more Kindles, but also whether it help them sell more ebooks. So to that end, Amazon’s also created a new web page of “PTA Family Favorites”, which also touts their relationship with the new organization. “Kindle and the National PTA are working together to help families get more involved in their children’s reading and enhance their emerging interest in books, Amazon writes at the top of the web page. “These featured titles were most frequently cited in a survey of PTA members as books they love to read together as a family.”
I admit I enjoyed browsing the selection, to see if there were any books I recognized from my childhood. Amazon’s highlighting their ebook versions of “PTA Family Favorites”, separated into ebooks for different reading levels, with The Magic Treehouse series recommended for first and second graders (along with the Junie B. series and Alexander and the Terrible, Horrible, No Good, Very Bad Day)). For third and fourth graders, the page recommends the Diary of a Wimpy Kid series, along with Beverly Cleary’s books about Ramona. Their selection for fourth and fifth graders includes C. S. Lewis’s Narnia series, and their older-reader selections include The Lightning Thief, The Hobbit and Suzanne Collins’ Hunger Games trilogy.
I could think cynical thoughts about how Amazon’s involvement with the PTA is just another new way to promote the Kindle and Amazon’s Kindle Store. But mostly I’m just glad to see children being encouraged
to read some very good books.