American Airlines, Scholastic Promote Reading

American Airlines joins Scholastic to promote the publisher's sixth annual Scholastic Read for 2005 classroom reading initiative. This is the fourth year that American has sponsored the event.

The Give the Gift of Reading promotion targets holiday travelers in-flight and in airports and schools. Dallas-based American and Scholastic, New York City, expect to reach eight million adults and kids.

American's Admirals Clubs will offer Scholastic books for families to read between flights, and will give away bookmarks. Pilots and flight attendants will visit schools in 10 markets to read to kids, and Scholastic will donate books to those schools. In-flight video and American Way magazine carry ads for Scholastic Read for 2005.

Scholastic created a Web site that gives American employees 20% purchases through yearend; a separate co-branded site, Scholastic.com/american, lets American passengers buy Scholastic books online.