COMMUNITY GENEROSITY MAKES YELL CAMPAIGN GREAT SUCCESS

Thanks to you, an adult may learn to read. A child struggling academically may unlock the magic of words. Young and old may learn the mystery and majesty of a good book.

The third annual YELL is history, and thanks to a generous community, this effort will be remembered as an amazing display of benevolence.

Months of planning and preparation went into this year's YELL. Weeks of writing and photography were fashioned into a comprehensive look at local literacy programs. With papers in hand, more than 200 volunteers took to the street corners Tuesday morning. But without community support, none of this would have mattered.

Once again, people opened their hearts and their pocketbooks to push this year's YELL collections to a new record. The response was very gratifying. What makes this even more amazing is the fact people have given so much in recent weeks to aid flood victims.

This year's YELL effort raised more than $19,000, incredible for one morning of sales. Of that total, $14,000 was raised in Cape Girardeau, $4,222 in Jackson, and $1,254 in Scott City.

That shatters last year's impressive first-day total of $16,000.

Many people gave even more than the minimum $2 donation. Most volunteer hawkers were sold out by 8:30 a.m.; some of the busier spots had more papers to sell and continued until 10 or so. Corporate sponsors bought the few remaining newspapers and donated them to area schools.

In the coming months, your dollars will go to work combating illiteracy at very basic levels. In this visually oriented society, we must not lose sight of the importance of the printed word. Not only must we depend on it for a thousand, simple everyday tasks, but words provides enrichment and intellectual advancement as well.

Through Newspapers in Education, we will reach out to our young - reinforcing the importance of staying informed through words. The Southeast Missourian is distributed to more than 300 teachers from 60 schools in four counties. About 8,000 newspapers are delivered to the schools each Tuesday. About 500 students will receive the newspapers on a daily basis. Most of these youngsters are studying current events or government.

A newspaper is no ordinary book. It chronicles history in the making, such as Monday's momentous Mideast peace treaty signing. Sometimes the breakthrough begins as simple as when a child disinterested in reading looks at the comics. He may find that reading can not only be fun, but funny.

Your YELL donations will also combat illiteracy in other ways. Last year, donations were funneled through the Area Wide United Way to literacy program at seven local agencies. These included special literacy programs at Easter Seals, the Civic Center, the Jackson Public Library, Cape Girardeau Area Vocational-Technical School, Lutheran Family and Children's Service, and Cape Girardeau Public Library, and the American Red Cross.

Many individuals deserve special consideration for their unwavering support of YELL. Southwestern Bell and VIP Industries have provided leadership as well as YELL supplies and comic books. Dennis Marchi of Schnucks has been particularly dedicated to this project. YELL dollars were raised through the many generous merchants who bought ads in the special YELL section.

But the greatest praise goes to the YELL contributors. Whether you realize it or not, you have become a champion for the printed word and literacy.