Both of my parents encouraged reading. Pretty much as far back as I can remember in my childhood, my parents took turns reading to me before bedtime. Then when I was able to read on my own, about a half hour of reading in bed was part of the routine before "lights out". My dad also encouraged by example, he was always reading something, mostly sci fi. My mom doesn't read as much. Like many of you guys, I have fond memories of going to library and checking out TONS of books at once, because for me, running out of reading material would have been a total emergency!
I was also further encouraged to read by the lack of video game systems in my house and limitations placed on tv watching by my parents.