KQED News Mind/Shift – Staff Writer 
I said at the outset that our goal is simply to get kids reading—it’s reading, not positive attitudes toward reading that will make for better lexical representations and broader background knowledge. But then we saw that reading attitudes, reading self-image, and frequency of reading are interconnected. So in fact, getting kids to read will not only improve their reading, it will make them like reading more. Getting children to like reading more in order to prompt more reading is not our only option. We can reverse it—get them reading more, and that will improve reading attitudes and reading self-concept. Well then, how do we prompt a child with negative or indifferent attitudes toward reading to pick up a book?.(more)