Indigo Finds Booklovers Reading by Example

    Six out of Ten Families Read Together Daily

    TORONTO, Feb. 21 /CNW/ - March Break is the perfect time for parents to
read by example suggests the Indigo Family Reading Survey(1) which recently
polled Canadian booklover families to discover what they do to make reading a
priority for both parents and kids. Survey results showed:

    -   More than nine out of ten (92%) respondents with children under 12
        years old read with their kids whether or not their kids are able to
        read on their own
    -   Almost two-thirds (61%) of parents read with their children daily
    -   More than half (52%) enjoy daily reading time at bedtime
    -   Nearly one quarter (22%) of booklover families indicate anytime is
        reading time
    -   One-third of families (35%) polled offer rewards or incentives to
        encourage reading
    -   "More books" is the most popular incentive enjoyed by young readers

    As indicated by the Indigo Family Reading Survey, booklovers read
together every day and as Steven, proud father of four adult children recalls,
bedtime reading "was just what we did, we read together and it drew us close.
It was a time of peace every night; it brought closure to the day and
introduced all of us to adventure and to knowledge and a shared love of

    Sci-Fi and Fantasy top the List
    And what are families reading? Chapter books or book series play a strong
role in family reading while naturally encouraging more reading. Science
Fiction titles and Fantasy books round out the top three genres enjoyed by
booklover families, and for great lists of reader-recommended titles to
inspire every age or stage of reader, parents can check out the Top Ten Lists
at Indigo's unique Online Community.

    Spring "Break for Books" at Indigo and Chapters
    As families look for activities to program their Spring Break time
together, books and reading time offer an affordable, all-ages option amid the
games, movies and play dates. Indigo and Chapters make it easy for families to
Read by Example with dozens of guaranteed reads for mom and dad along with 20%
savings instore on all kids and teens titles for a limited time. For
additional family fun time, Indigo and Chapters will host Spring Break events
instore at 2:00pm every day including:

    -   Monday - make Klutz Friendship Bracelets to wear or share
    -   Tuesday - join in Scaredy Squirrel's beach adventures
    -   Wednesday - create beautiful art with Sticky Mosaics
    -   Thursday - celebrate Anne of Green Gables' 100th birthday
    -   Friday - travel through space and time on adventures inspired by
        The Magic Tree House adventures of Jack and Annie
    -   Saturday - delve into Spiderwick inspired adventures

    Reading Inspirations by Age and Stage
    In a separate survey, hundreds of Indigo Books & Music Inc. employees
were asked about their own interesting family reading anecdotes, inspired
reading by example stories include:

    Reading by Example for Babies (0-2)

    "Every morning my husband and I sit down to read the paper. It's our
    routine while we drink our coffees. At the same time, Ben gets his bottle
    of milk and is propped up on the living room chairs with several board
    books and we all read for about 15 minutes. Every day starts like this,"
    Elizabeth, mother of two year old Benjamin.

    "My daughter and I have been reading together since she was in the womb.
    Now, we allow her to choose 2 of her nightly selections and we choose the
    third. She is beginning to recite the memorized stories to her stuffed
    animals," Val, mother of two year old Marguerite.

    Bedtime Reading Routines for Preschoolers (3-5)

    "We have a four year old and a one year old and their night time routine
    always includes a story before bed," Neil, father of one year old Kaitlyn
    and four year old Justin

    "My kids have to read before bed, otherwise no breakfast," Jeremy, father
    of two

    "Reading with enthusiasm and engaging a toddler brings out their natural
    curiosity and imagination. My son loves taking turns reading the same
    book after me," Jelena, mother of three year old Maksim

    Stick with Stories of Interest for Kids (6-8)

    "I have always tried to inspire my boys to read on a daily basis. I find
    that they will only read about things that interest them," Sabrina,
    mother of five year old Zak and eight year old Ziyad

    Reading Contests and Rewards for Tweens (9-12)

    "My brother and sister in law devised a ratio-based system of rewards.
    There is a 1:1 ration between video game time and reading - for every
    minute that the boys spend reading; they earn a minute on the Xbox,"
    Kenny, uncle to nine year old Andrew and 11 year old Matthew

    "My kids really like to participate in reading contests and they have fun
    writing short reviews," Kathleen, mother of eight year old Kristen and
    twelve year old Carolyn

    "I've always encouraged reading for my daughter and implemented a reward
    system where she could rack up points for all the reading she did. When
    she got 100 points, she was allowed to pick out a new book at the
    store," Steve, father of 12 year old Rowan

    Sharing Titles with Teens (13-16) and Adults

    "When they started to read on their own, we would read their books. They
    thought it was cool, and then we could discuss in detail. It created a
    shared experience, a dialogue ... something that gets difficult with
    teens," Kim, mother of sixteen year old David and thirteen year old Kevin

    "Both of my parents were readers. Our house was filled with books. I
    learned to love reading by their example," Susan, Retail Operations

    "My mother encouraged my sister and I to read as part of potty training.
    She would refer back to the books at various points during the day - e.g.
    if we read about the zoo, she would point out animals on TV. She also
    rewarded us for good marks with a fun book every semester. This was
    better than seeing a movie or getting a junk food treat," Liliana,
    Category Planner

    Indigo Books & Music Inc. is a destination of choice throughout March
Break across Canada, with daily events for families to enjoy and by making it
easy for parents to read by example with Guaranteed Reads - hand picked titles
that readers are sure to enjoy or they can receive a full refund or exchange.

    National Spring Break Dates

    Alberta - Calgary      week of March 24   Nova Scotia    week of March 10
    Alberta - Edmonton     week of March 31   Nunavut     varies by community
    British Columbia       week of March 17   Ontario        week of March 10
                                              Prince Edward
    Manitoba               week of March 31   Island         week of March 17
    New Brunswick           week of March 3   Quebec          week of March 3
    Newfoundland           week of March 24   Saskatchewan   week of March 24
    Northwest Territories  week of March 10   Yukon          week of March 10

    About Indigo Books & Music Inc.

    Indigo Books & Music Inc. (TSX:IDG) is a publicly traded Canadian company
and the largest book retailer in Canada, operating bookstores in all provinces
under the names Indigo Books Music & More, Chapters, The World's Biggest
Bookstore and Coles. Indigo operates, an online
retailer of books, music, DVDs and toys.
    In 2004, Indigo founded the Indigo Love of Reading Foundation, a
registered charity that provides new books and learning materials to
high-needs Canadian elementary schools, to address the literacy crisis in
Canada. Visit for more information.
    In 2006 and 2007, the Company qualified as one of Canada's Top 100
Employers in a survey run by Mediacorp Canada. The 2007 Kubas Major Market
Retail Report named Indigo and Chapters the number one and number three
retailer in Canada respectively. To learn more about Indigo, please visit the
About Our Company section of

    (1) The Indigo Family Reading Survey was conducted online
        December 13-17, 2007 through the Voices(R) Advisory Panel

For further information:

For further information: Janet Eger, Director, Public Relations, Indigo
Books & Music Inc., (416) 342-8561; Lisa Huie, Manager, Public Relations,
Indigo Books & Music Inc., (416) 646-8926

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