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Pizza for Reading: Pizza Hut's Book It!

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I remember Book It! as a clever way to get kids and parents into Pizza Hut franchises—with some reading thrown in. When the program launched in my elementary school in 1984, the deal was simple: read ten books (a goal set by my teacher), get a coupon for a free one-topping Personal Pan Pizza. To a young nerd, this was exciting stuff; I was going to read the ten books anyway, so the pizza was just a nice bonus. In addition to individual rewards, there was the lure of a class-wide pizza party if everyone met their reading goals...but there were always holdouts in my class who didn't manage to read their fair share. The promised pizza party finally happened in fifth grade, and my class of twenty descended on our local Pizza Hut like a pack of starving wolves. (We had just read Julie of the Wolves, if I recall correctly.) This qualifies me as a member of the Book It! Alumni, oddly enough.

When I was a kid, the Book It! goals were concrete and simple—measured in my class by a simple "number of books" count, and involving the student handing in a brief summary of the books read. Because the goals were so simple, they were highly exploitable. I did two naughty things to game the system: I counted collections of Garfield cartoons as "books," and on occasion I threw in a few books I'd read in prior years in order to hit the magic ten-book number required for another pizza. We were limited to one pizza a month, but when "pizza day" came around, I was always ready.

Today, while it's still possible for a teacher to set by-the-book goals, the program is more focused on time spent reading, as well as time spent reading aloud. For example, for a fifth-grader, Book It! recommends spending 300 minutes per month reading. For first-graders, the program recommends 20 minutes, 5 nights a week—which, assuming a four-week month, is 400 minutes, thus 33% more than the amount suggested for fifth-graders.

Book It! was so popular that in 1989, Barbara Bush hosted a "Reading is Fundamental" pizza party at the White House...featuring Pizza Hut pizza. The program is also available to homeschoolers (author's note—thanks to commenters for pointing this out!).

Studies and Controversy

The Book It! program was the subject of a 1999 study and scholarly paper. Titled "Effects of extrinsic reinforcement for reading during childhood on reported reading habits of college students" (Psychological Record, 1999, by Flora, S. R., & Flora, D. B.; full text), the paper characterized pizza as an "extrinsic reward" for reading, and analyzed survey data collected from college students, trying to determine how the pizza rewards (and other extrinsic rewards like cash payments) affected students' reading behavior. Here's a snippet from the paper (emphasis added):

The answers to the direct questions about Book It! and being paid to read suggested strong beneficial effects of these procedures. Specifically, of the people who reported being in the Book It! program none indicated that it decreased reading. Conversely, 27 responded that it had no effect, and 80 (74.8% of those answering the item) indicated that the Book It! program increased reading amount.

Eight people did report that participating in Book It! decreased their enjoyment of reading. However, 30 people (28%) reported that Book It! increased their enjoyment of reading and 68 (64%) reported Book It! had no effect on enjoyment.

Fifty three people (49.5%) reported that the Book It! program helped them learn how to read. Fifty three people reported that Book It! had no effect on their learning to read. Only one person reported that Book It! slowed them in learning to read. ...

Discussion

The current study found no reliable effect of either participating in the Book It! reading program or of being rewarded with money for reading as children on either intrinsic motivation for reading, or on the self-reported amount of reading per week of college students. Direct questions about the effects of Book It! and/or of being paid to read found the procedures to be beneficial or at worst benign. Indeed, the results suggest that when a child participates in Book It! or is rewarded for reading with money the child will increase the amount read, enjoyment of reading may increase, and if they do not read fluently, then the programs may help the child to learn to read.

The study was performed on college students, so it may not be indicative of the broader reading population (for example, what would happen if non-college students were polled?). But still, the study is an interesting read, including the line: "Three responses indicated cheating in the Book It! program." Thank you, scholars, for proving I wasn't the only one.

Book It! has been criticized for combining marketing, high-fat food, and literacy. The Campaign for a Commercial-Free Childhood (CCFC) issued a press release in 2007, including the following:

Reaching 22 million school children in 900,000 classrooms each year, BOOK IT! is one of corporate America’s most insidious school-based brand promotions. The annual BOOK IT! Beginners program – which allows Pizza Hut to target preschools – begins next week

“BOOK IT! epitomizes everything that’s wrong with corporate-sponsored programs in school,” said Dr. [Susan] Linn, author of Consuming Kids. “In the name of education, it promotes junk food consumption to a captive audience of children; turns teachers into Pizza Hut promoters; and undermines parents by positioning family visits to Pizza Hut as an integral component of raising literate children.”

BOOK IT! rewards students with certificates for a free Pizza Hut personal pizza when they reach certain reading goals. A Pizza Hut six-inch personal pan pizza has 630 calories and 27 grams of fat. With a topping, it can have as many as 770 calories and 39 grams of fat. For children ages 3-5, a Pizza Hut personal pizza can contain more than half of their daily caloric requirement, as well as their entire fat requirement.

Despite the CCFC's campaign, the Book It! program endures, and even has fans including poets and guys who wear shirts, not to mention nearly 15,000 people on Facebook. Although the published numbers are all over the place, the program currently reaches at least 10 million students annually, and is over 25 years old. That's a lotta free pizza, folks.

A Video History

Book It! is now more than 30 years old. Here's a refresher:

Did You Participate in Book It!?

What do you think about the Book It! program? Do you love it, hate it, or have mixed feelings? Share your thoughts and memories in the comments. For the record, I have no affiliation with Book It! or Pizza Hut, aside from participating in the program in grade school.

(Note: A version of this story first ran on September 28, 2012.)

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15 Powerful Quotes From Margaret Atwood
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MICHAL CIZEK/AFP/Getty Images

It turns out the woman behind such eerily prescient novels as The Handmaid’s Tale and Oryx and Crake is just as wise as her tales are haunting. Here are 15 of the most profound quips from author, activist, and Twitter enthusiast Margaret Atwood, who was born on this day in 1939.

1. On her personal philosophy

 “Optimism means better than reality; pessimism means worse than reality. I’m a realist.”

— From a 2004 interview with The Guardian

2. On the reality of being female

“Men often ask me, Why are your female characters so paranoid? It’s not paranoia. It’s recognition of their situation.”

— From a 1990 interview with The Paris Review

3. On limiting how her politics influence her characters

“You know the myth: Everybody had to fit into Procrustes’ bed and if they didn’t, he either stretched them or cut off their feet. I’m not interested in cutting the feet off my characters or stretching them to make them fit my certain point of view.”

— From a 1997 interview with Mother Jones

4. On so-called “pretty” works of literature

“I don’t know whether there are any really pretty novels … All of the motives a human being may have, which are mixed, that’s the novelists’ material. … We like to think of ourselves as really, really good people. But look in the mirror. Really look. Look at your own mixed motives. And then multiply that.”

— From a 2010 interview with The Progressive

5. On the artist’s relationship with her fans

“The artist doesn’t necessarily communicate. The artist evokes … [It] actually doesn’t matter what I feel. What matters is how the art makes you feel.”

— From a 2004 interview with The Guardian

6. On the challenges of writing non-fiction

“When I was young I believed that ‘nonfiction’ meant ‘true.’ But you read a history written in, say, 1920 and a history of the same events written in 1995 and they’re very different. There may not be one Truth—there may be several truths—but saying that is not to say that reality doesn’t exist.”

— From a 1997 interview with Mother Jones

7. On poetry

“The genesis of a poem for me is usually a cluster of words. The only good metaphor I can think of is a scientific one: dipping a thread into a supersaturated solution to induce crystal formation.”

— From a 1990 interview with The Paris Review

8. On being labeled an icon

“All these things set a standard of behavior that you don’t necessarily wish to live up to. If you’re put on a pedestal you’re supposed to behave like a pedestal type of person. Pedestals actually have a limited circumference. Not much room to move around.”

— From a 2013 interview with The Telegraph

9. On how we’re all born writers

“[Everyone] ‘writes’ in a way; that is, each person has a ‘story’—a personal narrative—which is constantly being replayed, revised, taken apart and put together again. The significant points in this narrative change as a person ages—what may have been tragedy at 20 is seen as comedy or nostalgia at 40.”

— From a 1990 interview with The Paris Review

10. On the oppression at the center of The Handmaid's Tale

“Nothing makes me more nervous than people who say, ‘It can’t happen here. Anything can happen anywhere, given the right circumstances.” 

— From a 2015 lecture to West Point cadets

11. On the discord between men and women

“‘Why do men feel threatened by women?’ I asked a male friend of mine. … ‘They’re afraid women will laugh at them,’ he said. ‘Undercut their world view.’ … Then I asked some women students in a poetry seminar I was giving, ‘Why do women feel threatened by men?’ ‘They’re afraid of being killed,’ they said.”

— From Atwood’s Second Words: Selected Critical Prose, 1960-1982

12. On the challenges of expressing oneself

“All writers feel struck by the limitations of language. All serious writers.”

— From a 1990 interview with The Paris Review

13. On selfies

“I say they should enjoy it while they can. You’ll be happy later to have taken pictures of yourself when you looked good. It’s human nature. And it does no good to puritanically say, ‘Oh, you shouldn’t be doing that,’ because people do.”

— From a 2013 interview with The Telegraph

14. On the value of popular kids' series (à la Harry Potter and Percy Jackson)

"It put a lot of kids onto reading; it made reading cool. I’m sure a lot of later adult book clubs came out of that experience. Let people begin where they are rather than pretending that they’re something else, or feeling that they should be something else."

— From a 2014 interview with The Huffington Post

15. On why even the bleakest post-apocalyptic novels are, deep down, full of hope

“Any novel is hopeful in that it presupposes a reader. It is, actually, a hopeful act just to write anything, really, because you’re assuming that someone will be around to [read] it.”

— From a 2011 interview with The Atlantic 

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China's New Tianjin Binhai Library is Breathtaking—and Full of Fake Books
FRED DUFOUR/AFP/Getty Images
FRED DUFOUR/AFP/Getty Images

A massive new library in Tianjin, China, is gaining international fame among bibliophiles and design buffs alike. As Arch Daily reports, the five-story Tianjin Binhai Library has capacity for more than 1 million books, which visitors can read in a spiraling, modernist auditorium with floor-to-ceiling bookshelves.

Several years ago, municipal officials in Tianjin commissioned a team of Dutch and Japanese architects to design five new buildings, including the library, for a cultural center in the city’s Binhai district. A glass-covered public corridor connects these structures, but the Tianjin Binhai Library is still striking enough to stand out on its own.

The library’s main atrium could be compared to that of the Frank Lloyd Wright-designed Guggenheim Museum in New York City. But there's a catch: Its swirling bookshelves don’t actually hold thousands of books. Look closer, and you’ll notice that the shelves are printed with digital book images. About 200,000 real books are available in other rooms of the library, but the jaw-dropping main room is primarily intended for socialization and reading, according to Mashable.

The “shelves”—some of which can also serve as steps or seating—ascend upward, curving around a giant mirrored sphere. Together, these elements resemble a giant eye, prompting visitors to nickname the attraction “The Eye of Binhai,” reports Newsweek. In addition to its dramatic main auditorium, the 36,000-square-foot library also contains reading rooms, lounge areas, offices, and meeting spaces, and has two rooftop patios.

Following a three-year construction period, the Tianjin Binhai Library opened on October 1, 2017. Want to visit, but can’t afford a trip to China? Take a virtual tour by checking out the photos below.

A general view of the Tianjin Binhai Library
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People visiting China's Tianjin Binhai Library.
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A general view of China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

A woman taking pictures at China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

A man visiting China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

A woman looking at books at China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

A general view of China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

People visiting China's Tianjin Binhai Library.
FRED DUFOUR/AFP/Getty Images

[h/t Newsweek]

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