Photos: RIF and Macy's Book A Brighter Future for Millions of Children Across the...

Photos: RIF and Macy's Book A Brighter Future for Millions of Children Across
the Country Who Lack Adequate Access to Books

Back-to-school savings offered to Macy's shoppers who give to support literacy

WASHINGTON, June 30 /PRNewswire/ -- Reading Is Fundamental (RIF) and Macy's
have teamed up to launch Book A Brighter Future(TM), a national partnership to
raise awareness and support of children's literacy. The Book A Brighter Future
campaign is an annual promotion held at Macy's stores during the
back-to-school season to help raise money for local RIF programs and to
provide reading resources to the children who need them most.

To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/readingisfundamental/38848/

(Photo: http://www.newscom.com/cgi-bin/prnh/20090630/NY39916 )

This campaign provides an opportunity for Macy's customers to join the effort
and have an impact on literacy in their community. From July 1 through August
31, 2009, Macy's customers can give $3 and receive a coupon for $10 off a $50
in-store purchase at any Macy's nationwide. Macy's will donate 100 percent of
every $3 to RIF.

"Giving back to the communities where we work and live is a long-standing
priority at Macy's," said Terry Lundgren, chairman, president and CEO of
Macy's, Inc. "We are proud that, last year alone, more than a million Macy's
customers participated in Book A Brighter Future helping to raise more than $3
million dollars for children who lack access to books. It is a great way for
our customers to support the education of children in their own community
while enjoying special savings for their back-to-school shopping at Macy's."

For every $3, $1 will support local RIF programs near the Macy's store; $1
will support RIF's Multicultural Literacy Campaign; and $1 will help RIF's
ongoing efforts to provide reading resources to millions of underserved
children across the country.

"RIF's vision is a literate America in which children have access to books and
discover the joy and value of reading," said RIF President and CEO, Carol H.
Rasco. "Nearly two-thirds of low-income families do not own any books for
their children. This campaign with Macy's allows RIF to provide free books and
literacy resources to the children at greatest risk for developing reading
difficulties."

Since 2006, Macy's and RIF have raised more than $7 million through the
in-store promotion, which has had a profound impact on RIF's mission. Macy's
has helped provide over 3 million books to 1.2 million kids and has donated
750 hardcover multicultural book collections to schools, Head Start centers,
and libraries in every state and U.S. territory. Macy's also supports RIF's
Multicultural Literacy Campaign, a multi-year effort to promote and support
early childhood literacy in African American, Hispanic, and American Indian
communities--where reading scores are the lowest.

"RIF wants to remind all parents that the simple act of reading aloud to their
young children is the single most important thing parents can do to develop a
child's literacy skills," adds Rasco. "RIF has many resources to help parents
and caregivers learn how to develop language skills and a love of learning in
children."

One such resource is RIF's Leading to Reading/Semillitas de aprendizaje -- a
free online educational resource geared at infants, toddlers, and
preschoolers. The fun and interactive site offers stories, nursery rhymes, and
other activities for adults and young children to experience together as they
book a brighter future through literacy.

To help Book A Brighter Future for children through literacy, supporters can
Tell-A-Friend at http://www.rif.org/brighterfuture. They can share with
friends the importance of reading to young children and how they can save at
Macy's on their next purchase when they support the Book A Brighter Future
campaign. Supporters who tell a friend will be entered into a sweepstakes
where they are eligible to win a $1,000 Macy's shopping spree from RIF.

To learn more about the Book A Brighter Future campaign, donate, and
Tell-A-Friend for a chance to win, visit: http://www.rif.org/brighterfuture.

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and
affordable luxury to customers at more than 800 locations in 45 states, the
District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer
distinctive assortments including the most desired family of exclusive and
fashion brands for him, her and home. Macy's is known for such epic events as
Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as
well as spectacular fashion shows, culinary events, flower shows and celebrity
appearances. Building on a 150-year tradition, Macy's helps strengthen
communities by supporting local and national charities that make a difference
in the lives of our customers. For Macy's media materials, images and
contacts, please visit our online pressroom at www.macys.com/pressroom.

About RIF

Reading Is Fundamental, Inc. (RIF), founded in 1966, motivates children to
read by working with them, their parents, and community members to make
reading a fun and beneficial part of everyday life. RIF's highest priority is
reaching underserved children from birth to age 8. Through community
volunteers in every state and U.S. territory, RIF provides 4.5 million
children with 16 million new, free books and literacy resources each year. For
more information, and to access reading resources, visit RIF's website at
www.RIF.org.

Discover the Joy!
Available Topic Expert: For information on the listed expert, click
appropriate link.
Carol H. Rasco
http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=86341

SOURCE Reading Is Fundamental

Layla Wright-Contreras of RIF, +1-202-536-3528, lwright@rif.org; or Holly
Thomas of Macy's, +1-646-429-5250, holly.thomas@macys.com