The National Year of Reading was great but we need every year to be a year of reading and the media can play such a huge part in ensuring this is so, they just need to do some creative thinking and make encouraging reading a part of their planning. This would help more families to see reading as a shared pleasure, it is not just young people that are reluctant readers after all. The World Cup and other sporting events appeal to a wide ranging clientèle and could be such a powerful force for literacy. Ok back to reality now, realise my wishes don't have much chance of coming true but it's always fun to think what if and daydream .
I've just finished Unlocking the Reader in Every Child so that probably refocussed my attention on reading. It's a good book, interesting and useful for anyone with an interest in reading promotion and it's easy to dip in and out of when more inspiration is needed.
Maybe one day we will have a Reading World Cup - will live in hope - but until then I guess it's up to librarians, teachers, parents etc to see the potential in marrying books with popular events, same as it always has been!