Getting African-American Boys to Read With ‘Barbershop Books’

Many young black males don’t see reading as part of their identity, one NYC educator believes. Haircut by haircut, he’s trying to fix that.

By: Laura Bliss

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There’s a classic marketing theory that when you put two words or ideas together enough, consumers will form an implicit association—and even act. I say “peanut butter,” you think, “jelly.” I play French music in my grocery store, you buy a bottle of Burgundy. One is a trigger for the other.