Man sells catchy phrases for literacy

A book lover offers tote bags, caps and sweat shirts with slogans touting the value of reading.

By SHARON BOND

© St. Petersburg Times, published July 19, 2000

ST. PETERSBURG -- Discussion about television prompted creation of a new business that sells "ScholarShirts" and other slogan paraphernalia to promote reading and books.

"I was having a conversation with somebody who told me I should watch television," said Jim Duffey, a speech therapist in the Pinellas County schools. "It's just not part of my life." The person suggested he might think differently if he tried the Discovery Channel. His retort?

"Reading is how I discover myself." Duffey said he liked his defense against television and scribbled it down on a note he kept in his car for about three months.

Duffey, 51, describes himself as a book collector and said he looks for ways to promote reading among the young.

"I want children to get more focused on the idea of reading and using books as tools," he said. He figured T-shirts with catchy sayings and colorful art would appeal to kids who then would become walking advertisements for literacy.

"T-shirts are walking billboards, especially in Florida," said Duffey, a native Floridian.

At the last minute, he got a vendor's slot at a trade show for the Florida Librarians Association early last year in St. Augustine. He sold T-shirts printed with "Reading is how I discover myself," and Open Doors Productions was launched.

To promote his wares at the show, Duffey wore a T-shirt with the saying on both the front and back. The shirts he was selling had the motto only on the front. The desk clerk at his hotel was so taken with his shirt that he took it off and sold it to her.

It remains a small business operated out of Duffey's home in his time away from his job as speech therapist. He has four other literacy slogans, including, "When you read, you will succeed, 100% guaranteed."

Duffey calls the T-shirts ScholarShirts because he sets aside 10 percent of the business' earnings as Dollars for Scholars. He plans to hand out $500 grants to students of writing.

By the end of the year, Duffey expects to have sold 5,000 ScholarShirts, priced at $15 each, and about 500 tote bags, caps and sweat shirts combined. He sells at trade shows, PTA fundraisers and book events such as the Times Festival of Reading. He also would like to be part of this year's back-to-school buying frenzy.

Duffey has no earnings information for Open Doors Productions. He said he hopes to clear $10,000. Duffey is the creator of the sayings. Graphic Exposure in Safety Harbor offers art ideas and does the printing. Duffey said he had used high school artists for some of the designs.

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