Has World Book Day lost its way?

World Book Day on March 2^nd is a unique calendar moment offering publishers an opportunity to communicate with parents who are less regular book buyers and families for whom books aren’t as accessible. It aims to change lives through a love of reading.

But with many of the celebrations involving school children dressing up as their favourite literary characters, has World Book Day lost its way? And what else should charities, schools and parents do to encourage children to read more?

Aston spoke to James Erskine, CEO of youth marketing agency Rocket.