CBS Early Show Revamps Early Readers Web Page

Five days after a story about the CBS Early Show's new Early Readers Club raised objections from booksellers, the show modified the story on its Web site, removing a link to Amazon.com as the only source for donating books to the literacy organization First Book. First Lady Laura Bush appeared on the Early Show on June 25 to inaugurate the Early Readers Club, which seeks to promote children's literacy.

Senior Producer Nanci Ross told BTW that the primary reason behind the change was that "we are adding some other things to the site and are [working] to make things a little easier to get to." She did note, however, that another reason behind the revamp was to ensure that "people do not get the impression" that Amazon.com is the sole conduit for the Early Reader Club's literacy-related information.

However, when the site's changes are completed, which Ross expected to be this week, Amazon.com will still be the retail option for those wishing to donate books for First Book. She explained, "We're trying this out. If it works … we will expand on it." The criteria for judging the success of the project would include viewer response to the program, requests for lists and other material, and book sales. The relationship with Amazon.com came about, she noted, because after two previous stories that entailed working with Jeff Bezos, Amazon.com founder and CEO, "I knew that they were willing to gin something up and test drive it in a short time." She explained, "We can't run a book donation.... We rely on partnerships like we have with Amazon to do this."

When the CBS Early Show Web site first posted the story about the Early Readers Club, the piece included the copy, "You, too, can help us in this effort by purchasing books for 'First Book.' Amazon.com has an age-appropriate reading list provided by Nick Jr. family magazine, and you may purchase as many books as you want. Just click on the links below." Links were provided for three age groups, and each link took Web browsers to a First Book "Wish List" page on Amazon.com, where titles could be purchased. On Wednesday, June 30, this copy was changed to, "You, too, can help us in this effort by purchasing books for 'First Book.'"

Following the June 25 broadcast, booksellers had mixed reactions to the literacy initiative. The endorsement by the First Lady of a regular feature about quality children's books on national television is considered a significant boon for children's literature. However, booksellers and others in the field were disappointed to hear that as part of the segment viewers were encouraged to purchase books for the literary organization First Book via Amazon.com only.

On Monday, June 30, ABA President Ann Christophersen sent a letter to Mrs. Bush on behalf of the association and its members, applauding the First Lady's willingness to lead a national literacy effort, but which said, in part, "We are puzzled as to why the materials for participating in the club would be limited to one retailer. Wouldn't it be better for every library and every outlet that sells books to have the same opportunity to disseminate the information and make the books available to the public?"

CBS Early Show's Ross told BTW she welcomed feedback about the site and the Early Readers program. She can be reached at [email protected].

For a further coverage of this story -- including a copy of Christophersen's letter, click here.