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Reading Man sparks children’s interest in learning
By Holly Fisher
Supplements Editor
The walls are lined ceiling to floor with books. Toddlers struggle to pull their little legs up on the “tower of knowledge” where pictures of their crudely drawn letters are enthusiastically celebrated. Children can climb on the jungle-gym-like Vocab-U-Rack while tossing balls inscribed with letters of the alphabet.
This could well be the perfect environment in which to teach pre-school age children how to read.
Keith Mastrion has taken his literacy-based style of teaching and created a successful business—a Mount Pleasant pre-school with a waiting list of 150 students. Children’s Academy has been so successful Mastrion is building a new facility set to open in August 2006 in I’On Village.
The philosophy
Mastrion’s methods may seem a little unconventional, but they also work. Each day he dresses in a colorful suit and cape, becoming Reading Man. He uses a series of books developed by teachers in Australia. Starting with picture books, each level builds on the previous one, helping children learn to read before they even realize they are learning, he said.
Mastrion also uses a kinesthetic approach, allowing children to move around while learning. That method works particularly well with boys, who have a tough time sitting still for long periods, he said.
Co-teacher Janice DeWitt shares Mastrion’s ideas about teaching. The two of them are patient and encouraging with their tiny students. At the end of each class period, each student takes a turn sitting on the “tower of knowledge” (a raised platform in the corner) where the day’s achievements are celebrated and drawings, often little more than scribbles, are vigorously applauded.
Mastrion’s style of teaching has brought him a significant amount of recognition. While a teacher at Summerville’s DuBose Middle School in 1999, Mastrion was named Reader’s Digest American Hero in Education. He also was the National Teacher of the Year in 1998. Mastrion has written books and produces a low-budget children’s show that airs on Comcast. Mastrion has approved the final design of a Reading Man doll, and future plans call for Reading Man DVDs, he said.
If Reading Man’s waiting list is any indication, parents are eager to put their tykes ahead of the game. Children who learn to read before starting kindergarten are way ahead of their fellow students, right up through college, Mastrion said.
In its current location, the Children’s Academy offers two classes each day, one morning and one afternoon. Starting with children as young as 2 years old, the classes are small with an eight-student maximum, guaranteeing personal attention.
The children start by learning to read and spell their names before moving onto additional spelling and counting activities. DeWitt attributes the success to the structure and the routine of their classes, she said.
“We really feel they can learn,” DeWitt said. “Even our slowest 4-year-olds are reading.”
Reading Man’s Reading Village
Designed by architect Rush Dixon, Reading Man’s new Reading Village will be a year-round school able to accommodate up to 356 students, still with eight students per classroom. The center of the facility is a round reading room flanked by two wings with rooms for science, art, math, language arts and dance. The students spend 27 minutes in each room and then use a slide to move to the next room.
Mastrion hopes to eventually Webcast classroom sessions so other teachers can make use of Reading Man and his style of teaching. He also plans to share his lessons and materials with public schools, he said.
Although scholarships are available, Mastrion realizes many students from lower income families will not be able to attend the Reading Village. By sharing information online and with public schools, he wants to reach a larger and more diverse student population.
He also intends to expand the Reading Village into other markets, using the schools as his “cash cow,” he said, allowing the schools to fund a higher margin of business, such as the DVDs.
DeWitt will serve as headmistress at the Reading Village, and Mastrion plans to hire retired teachers to work in his school. Ground breaking on the Reading Village is set for January.
“I want to make this school run like a really successful business would run,” he said.
Mastrion initially pitched his idea for the Reading Village to 70 investors. He ended his presentation by passing out an article on Julie Aigner-Clark, founder of The Baby Einstein Co., creator of developmental media for infants.
The Walt Disney Co. purchased Baby Einstein in 2001. Disney’s 2004 annual report noted Baby Einstein had experienced “340% growth in retail revenues over the last three years and capturing nine out of every 10 sales of infant videos; the brand has successfully launched products in more than 20 countries.”
It is a pretty good example for Reading Man to follow. Three local investors—who wish to remain anonymous—are contributing to the Reading Village. In addition, Vince Graham, I’On Village founder, is a supporter of Reading Man and the school, Mastrion said.
“We’re very supportive of having schools in neighborhoods, just as a matter of principle,” Graham said. “They are key components of having real neighborhoods.”
I’On Square is also home to the Montessori School of Mount Pleasant. Graham said the schools that have located in I’On have been given deeply discounted land prices.
“Schools, particularly those just getting started, often don’t have a lot of capital and we feel they are integral to the neighborhood, so it’s good to do everything we can to make it happen.”
He added, “Keith has big ambitions and already has gotten a lot of attention nationally. I think it’s awesome and inspiring, and we’re honored he’s chosen (I’On) for the first Reading Man Village.”
For Mastrion, the possibilities are endless, and it is likely Reading Man will be a national literacy hero. “I see this as a way to do what I do on a grand scale,” Mastrion said.
For more information, visit www.readingman.com.
Holly Fisher is the supplements editor for the Business Journal. E-mail her at hfisher@charlestonbusiness.com.
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