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I think they should drop the contest. The goal is to encourage reading, but this doesn't do it. This kid doesn't need any encouragement. It's like gym class focusing on the best athletes, and leaving those most in need of physical education out in the cold. A football game is not about getting kids to be more physically fit, but gym class is, and I see the goal of such programs to be more like a gym class than a football game.
Focusing on the number of books encourages reading simpler, shorter books and encourages rushing through books. I'm not saying this kid is doing either of these, but the incentive is there.
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