My mom used to get phone calls from the neighbors warning her that I was going to get killed on day because I would walk down the street while reading
We try to encourage both of our kids to read as much as possible, the 17 yr old though thinks texting counts, but the 7 year old will often (after a bit of prodding) pick up a book and read for a half hour or so at times. In fact we've gone so far as to let him "buy" game time (wii, xbox) by reading - he can get 10 minutes of game time for 1 hour of reading. The beauty of it is that he ends up reading and forgetting about the games altogether !!