Mr Boredom.
Picture this - 600-person town, farming community, child with few local friends (in retrospect I'm not surprised, my parents didn't get along with many people either). Shelves full of books, and a weekly 'Bookmobile' (travelling library). My older sister taught me to read out of sheer boredom (common theme yet?).
Was I encouraged to read? Probably, in an attempt to shut me up.