This study investigated literacy values and practices among Latino families with preschool-age children. Results are part of a larger study that looked at the efficacy of a pediatric-based early literacy promotion program called Reach Out and Read (ROR). Participants included families participating in a ROR program in which pediatricians-in-training gave advice to parents at each of their child's routine exams. Advice consisted of "prescriptions to read" with the child every day. Drawing on a sociocultural framework, the results demonstrate that families were engaged in a range of culturally relevant literacy activities not always recognized or supported by early literacy programs like ROR. (Contains 3 tables and 1 footnote.)