[danskmacabre]

My wife and I have 2 kids. We both read a lot.
When our kids started getting to that sort of age, we did set by example that we read a lot, I.E. reading a lot around the house, which we did anyway.

I remember my kids asking what was so great about reading.
Yes we did read to them I lot. I read "The Hobbit" to both my kids, which they liked.
I also got some of the early "Harry Potter" Audio books, after that they started reading those.

Before that we spammed them with loads of really simple books with lots of picture to get a start. So really they've been steeped in the whole reading thing right from a very young age.
We've also impressed upon them how important it is to be able to read etc and for a while even gave them little presents (like worth less then £1) for each book they read until they just started reading of their own accord.

That and I like playing PC games, which require reading as well really, so if they wanted to play PC games they'd have to know how to read. Although their PC gaming time is limited to an hour a day (that includes, PC, consoles and TV and all electronic media all in that hour limitation), not including homework time though which is usually on a PC.

I think a combination of limiting the PC, console, TV time + rewards and having lots of books available helps encourage reading.