The Library—celebrating its 125th anniversary this year—encourages patrons to “drop and give us 20 . . . minutes of reading” in the “gym ad” like challenge, offering book recommendations and a new “Book Of The Day” newsletter to help
New York City, New York – The New York Public Library is encouraging every New Yorker to make a reading resolution in 2020: read, read to your child, or encourage your kids to read for at least 20 minutes a day.
The reading challenge was issued in an animated “ad” sent this morning to the Library’s 1.1 million subscribers. The animation is reminiscent of ads for gyms (popular around New Year’s Day), and encourages New Yorkers to get library cards, see book recommendations, and sign up for a new “Book of the Day” newsletter at nypl.org/2020.
“Looking to start a new chapter in 2020,” the animated ad asks. “Exercise your mind! Try a no-sweat
resolution: drop and give us 20 minutes . . . of reading a day.”
The ad continues, “Get pumped for STRONG characters! HEALTHY storylines! No RIPPED pages! Your brain will thank you!” It also touts “all months free,” “classes included,” and “no pain, lots of gain!”
The Library is issuing the challenge because of the many benefits of reading for at least 20 minutes a day: for school-aged children, for example, studies have shown that independent reading is the central factor that sets them up for success in school. Parents and families who read to younger children are activating critical areas of the brain and fostering social-emotional development. In seniors, those who read regularly are less at risk for issues of cognitive decline, such as dementia. And in all people, reading can generate empathy, as well as critical thinking and problem solving skills.
“Visiting the Library won’t necessarily build your biceps (although toting around bags of books can certainly help), but it can exercise your mind,” said Brian Bannon, the Merryl and James Tisch Director of The New York Public Library. “Reading regularly has been shown to improve empathy, increase happiness, and keep the brain fit, engaged, and alert, which is important for everyone, particularly young children. It’s also, of course, fun. For 125 years, The New York Public Library has helped spark and foster a true love of reading, connecting New Yorkers to the books that inspire and excite them. We hope all New Yorkers visit the Library, find those stories, and participate in our reading challenge in 2020. It will strengthen individuals and our communities.”
To support patrons participating in the challenge, the Library will provide daily book recommendations via the newly-launched “Book of the Day” newsletter, as well as tailored lists throughout the year highlighting popular and much-loved titles (such as the recently-released Best Books of 2019). Later this month, the Library will also announce its top checkouts of all time—all part of celebrations for the system’s 125th anniversary in 2020.
The ad complements the Library’s recent “Black Friday” campaign, a tongue-in-cheek, retail-reminiscent campaign that highlighted the Library’s offering of "100% off books" for an "unlimited time only." The ad called attention to all of the materials and services that patrons can receive completely for free at their local branches and encouraged New Yorkers to "put it all on your library card."
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