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Arizona's Noon News & Karie Dozer

Updated Oct 11, 2013 - 2:02 pm

Final Word: Reading promo with McDonald's causes complaints

This is not a joke.

I wondered the other day whatever happened to the group called RIF.

I remember very vividly, the PSAs that used to air when I was little, brought to you by a group called Reading is Fundamental.

RIF would push reading to kids, and I wondered the other day if it was still around, and if so, how was it being funded.

I don't know that there is a big enough budget to encourage reading among U.S. kids today. There are way too many distractions and tablets to play with.

Lo and behold, the nonprofit literacy company is alive and well, and here is its latest effort: books instead of toys in Happy Meals at McDonald's for two weeks in November.

For this, RIF is getting grief. You can see one unhappy customer in the video below.

Critics said that by associating reading with fast food, it's tricking parents into thinking that McDonald's has the kids' best interests in mind. They said McDonald's is trying to ingratiate itself to parents with the books.

Seriously?

Give RIF some credit. This might not be the best campaign ever, but those toys the kids usually get are worthless, and anything that gets books into kids' hands is a good thing. Even if it's in the car.

RIF has the toughest job in the world, second only to the parents.

Get off its back.


About the Author


Years with the company: Just started with Bonneville, but have worked for and with KTAR AM and FM since 1991.

Career: I always knew my career would be touched by news. I started as a news intern in 1991 and eventually reported news and sports, and anchored newscasts at KTAR when it was an AM, news/talk/sports station. I went to work at the Attorney General's Office in 1995, as a spokesperson for the 300 attorneys there, and for Attorney General Grant Woods. I returned as a part-time host and host of Arizona's Morning News Saturday in 2001.

Education: I escaped Catholic school early when the nuns wanted me to skip the second grade. I found my independent voice at a private grade school in Painesville, Ohio, then called Phillips Elementary. The teachers there encouraged us to ask questions and challenge the status quo. They took us on mind-opening trips and never once treated us like children. I am grateful for those years! I left Ohio in 1988 to attend Arizona State University because I knew I wanted to live in the West. I majored in Journalism and interned at KTAR in the newsroom my senior year.

Family: I am the last of nine children and my parents were undoubtedly looking at retiring when I was born. I was raised early on mostly by my five wonderful sisters. I have so many first cousins that I haven't yet met most of them.

Favorite movie: Caddyshack and anything by John Hughes.

#1 sports team: NL Diamondbacks. AL Cleveland Indians. Gotta love a team whose mascot is named Chief Wahoo.

Outside interests: Working out, cooking, traveling and reading a great book.

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