No. 289

Creative Spirit and Marketing Savvy Pay Off for Literacy Charity

By Peter Panepento

Washington

When viewers of NBC's Today show turned on their televisions one late November morning in 2003, they were greeted by the typically smiling faces of Katie Couric and Matt Lauer. But there was something different about the appearance of the popular TV duo: Both were wearing floppy red-and-white striped hats.

The...

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