The DAILY REPORT CARD is an eight-page executive briefing
on America's progress toward better schools.

     It "covers the coverage" the media gives the movement toward
all six education goals adopted in 1989 -- summarizing that day's
published news from all 50 states on local/regional/national
stories/columns/editorials affecting education reform --and
pointing out what reform isn't getting coverage.

     It will go to the 3000 people most likely to impact
America's movement for better schools.

     It is an approach suited to the subject:  While the goals
are national, education solutions are almost always local.  But
success in one community can spur action elsewhere.  A daily
national report that filters and sums up all the local progress
reports can provide national impetus toward the goals.

     Seven things to know about the DAILY REPORT CARD:

     1.  It is a controlled-circulation publication, initially
     going to a select list of 3000 media, government, corporate,
     and education recipients.

     2.  It is published by APN Inc. under contract with private
     sponsorship committed to promoting the education excellence

     3.  It is delivered Monday through Friday via a range of
     options potentially including electronic (computer modem and
     FAX), same-day hand delivery (DC only), over-night hand
     delivery (nationwide), and mail.

     4.  It will also be available as a searchable database for
     media and policy research.

     5.  Its editorial staff is directly familiar with the
     issues; its Contributing Analysts represent expertise in
     every area of the education issues debate.

     6.   It will express no editorial opinion of its own and
     carry no advertising.

     7.   It benefits from APN's news collection and publishing
     experience in daily subscriber briefings on American
     politics and the environment.

     The goal is to reach a target audience and keep it focused
on the agenda with a steady flow of information -- not advocacy
but reporting, sharing, and highlighting fresh news on the six

     QUESTION:  Why daily?  ANSWER:  The key is dependency and
habit.  Daily it becomes ritual, and can fix an agenda for all.

     QUESTION:  Why the name?  ANSWER:  "REPORT CARD" (despite
over-use) helps promote competitiveness, improvement, and
accountability.  "DAILY" makes it different from all others.

     QUESTION:  Why eight pages?  ANSWER:  More is deterring --
too much to read.  Less makes it seem inconsequential.

     QUESTION:  Will there be enough stories to fill 8 pages?
ANSWER:  Absolutely.  The test will be to keep it to 8 pages.

     QUESTION:  Why are APN electronic news briefings used?
ANSWER:  They shape coverage and impact events because they are
organized, informed, lively and ahead of the local news.

     QUESTION:  Why shouldn't it be propaganda?  ANSWER: Because
self-serving pieces will be read by few and influence fewer.

     QUESTION:  Will it get into technical details?  ANSWER:
Generally, no.  It is more for opinion leaders than for experts.