(For perspective, the donation is far, far less than what the library needs to keep its doors open if planned budget cuts go through. Supporters of the city's three library systems are having a 24-hour read-in at the Brooklyn Public Library's Central Library beginning today at 5 pm.)
The summer reading program
As stated on SummerReading.org:
Target is the lead sponsor of Brooklyn Public Library’s Summer Reading 2010 program. Barclays/Nets Community Alliance, Astoria Federal Savings, National Grid Foundation and Con Edison have also provided generous sponsorship support. Additional funding is provided by Federal Library Services and Technology Act funds awarded to the New York State Library by the Federal Institute of Museum and Library Services. In-kind support is provided by Con Edison, Scholastic, Sesame Workshop and Tops Trumps USA.In 2009, and what it costs
The sponsors for 2009 are listed at left; the Barclays/Nets Community Alliance was not among them.
And how much are they giving? It doesn't say, but consider that lead sponsor Target last year donated between $25,000 and $49,999, according to the library's annual report.
Presumably the Barclays/Nets Community Alliance contributed less. It's a worthy cause, of course, but, given the public subsidies for the project, and the sweet naming rights deal for the Atlantic Avenue transit hub, why not eliminate the middleman?
Maybe that would scotch the marketing plan.