When Big Tobacco primes children for smoking, it’s illegal. When Random House does the same thing, give or take some variables, it’s integral.

Random House, the world’s biggest publisher of consumer books, said on Wednesday its investment arm has become a significant minority shareholder in Philadelphia-based American Reading Co.

… [American Reading Co.'s] program requires students to read for at least 30 minutes each day at school and another 30 at home, and has been credited with boosting standardized test scores in various U.S. school districts.

“They are pioneering a new distribution channel for trade books as enjoyable essentials in the lives of elementary and high school students across the country, many of whom now will go on to become frequent book customers,” said Richard Sarnoff, the president of Random House Ventures.