One in Three


NBC Today Show anchors Natalie Morales and Willie Geist deliver the results of a new survey from Reading Is Fundamental and Macy’s. The anchors also talk about their experiences reading with their own children, with Natalie Morales treating viewers to her special version of ‘Goodnight Moon.’ Trouble with the video? Watch it on

The numbers are in — only one in three parents reads bedtime stories to their child each night.

Despite all we know, few parents with kids age eight and younger are engaged in nightly reading, according to the new survey from Reading Is Fundamental (RIF) and Macy’s. The survey, conducted by Harris Interactive, finds that only one in three parents (33 percent) read bedtime stories with their children every night, and 50 percent of parents say their children spend more time with TV or video games than with books.

Join us to keep bedtime stories alive! This marks the 10th year of our partnership with Macy’s, and we stand poised to deliver our 10 millionth book to children in need nationwide this summer.

Help us get more books to more children in need. From June 21 to July 21, visit your local Macy’s store to participate in our Be Book Smart campaign. Customers coast-to-coast can give $3 at any Macy’s register in-store to help provide a book for a child in their local community. Macy’s will donate the full amount to RIF, and customers will receive a coupon for $10 off an in-store purchase of $50 or more. Last year, Macy’s helped to raise $4.8 million for RIF, providing 1.6 million books to children in need.


  Bedtime Stories Infographic by Reading Is Fundamental

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