Nineteen of China's morning papers launched a campaign on Monday to encourage a healthy morning routine across the country.

The Beijing Morning Post splashed a large photo of the launch ceremony on its front page (underneath a banner headline announcing that Beijing will be getting a "Taiwan Street" by this coming October):

Read, eat, and exercise every morning

"Morning papers across the country issue a 'Morning Three' proposal," reads the headline, and the three activities encouraged are morning reading, breakfast, and morning exercise. The campaign is co-sponsored by KFC, which offers a breakfast menu.

The gimmick here is the word "morning," 早, which appears in the name of the proposal, 三早理念, and is supposedly shared by all nineteen of the co-sponsoring newspapers. The actual terminology is a little awkward, however. Six of the papers have 早报 in their names, while twelve others use the synonymous 晨报. One, the Orient Today, uses 今报.

The Beijing Morning Post article notes that the organizers are inviting other media and business organizations to participate in the effort to improve the happiness of the country's newspaper readers, so maybe we'll be seeing the Metropolis Dailies, the Times, and the Herald Leaders promoting the "Morning Three" in the future.

Just as long as they keep the party-run dailies off the list. A party organ is pretty much the last thing you want to have staring you in the face over breakfast.