Higher Pizza-ducation: Good Ways to Expand BOOK IT!? (Maybe 'NEWSPAPER IT!')

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Pizza Hut also has a nationwide program http://www.bookitprogram.com/ in which elementary-school students can earn 'a FREE personal pan pizza' by reading books & listing the books (with parental verification) on a form they give to their teachers in exchange for the pizza-coupons. I wonder ... what if they did this with local- (and maybe national-) newspapers & magazines, where they had an online form where you claimed 'Hut Rewards'-points after you'd verified that you'd read the latest (from TIME, Newsweek, Oklahoma Gazette, Daily Oklahoman, and whatever other publication wants to 'buy pizza to get more readers').