Egmont UK launches reading research project

Egmont UK launches reading research project

Egmont UK has commissioned a new research programme as part of a wider initiative by the company to "understand the nature of reading today".

The programme, Reading Street, will see Egmont's insight team, headed by consumer insight director Alison David, spend time with 12 families over the course of a year to study the place of reading in family life.

The results will be shared throughout 2013 as part of the wider initiative, Reading Lives, with a blog launched today at which will feature thoughts on reading in families from a variety of contributors.

Rob McMenemy, Egmont's senior vice-president for English language and central Europe,
said: "While the government is taking action in schools, and charities are encouraging people to volunteer as reading helpers, we feel it's also important to understand reading in the context of family life and what it takes to inspire children to read, today and in the future."

He added: "We know that for many families time is at a premium, often with both parents working, and an assortment of noisy screens all vying for children's attention. But we also know that reading for pleasure still has its place and can excite beyond compare."