What we teach children to love and desire will always outweigh what we make them learn.

Imagine what our culture would be like if Americans sold ideas, words, and books with the same creativity we use to sell designer jeans, shampoo, and rock stars. Why, we might end up with people whos attention span for the printed word is longer than the time it takes to read a T-shirt.

A nation that does not read much does not know much. And a nation that does not know much is more likely to make poor choices in the home, the marketplace, the jury box, and the voting booth. And those decisions ultimately affect the entire nation...the literate and illiterate.

Story is the vehicle we use to make sense of our lives in a world that often defies logic.

No player in the NBA was born wanting to play basketball. The desire to play ball or to read must be planted. The last 25 years of research show that reading aloud to a child is the oldest, cheapest and must successful method of instilling that desire. Shooting baskets with a child creates a basketball player; reading to a child creates a reader.

Readers don't grow in trees. But they are grown-in places where they are fertilized with lots of print, and above all, read to daily.

Every time we read to a child, we're sending a 'pleasure' message to the child's brain. You could even call it a commercial, conditioning the child to associate books and print with pleasure.