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Why should reading be fun? Why should schools make reading fun? Should math be fun? Physics? Grammar?
I don't think that schools should have the goal of making reading "fun" any more than they should have the goal of making math "fun." Shakespeare is harder to read (especially your first play) than R.L. Stine, but that's not a reason not to teach it. That is a reason *to* teach it. The vast majority of students won't use trig after school either, but it should still be taught.
It was a mistake to teach literature in the vernacular anyway. :-)
As for coolness - with few exceptions, coolness doesn't attach to things, it attaches to people. Get a bunch of popular, cool kids playing frisbee on school grounds and it becomes cool. Get a bunch of unpopular losers playing frisbee on school grounds and it won't be.
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