When my kids slumped down on the couch for some book reading, I quickly took the opportunity to immortalize the scene.
My husband and I love food, movies and books. Personally, books are my reward to myself for every project finished. So we definitely encourage our kids to read. We buy them books, praise them when they read and give them, well, more books.
At the same time, we show them that we love books too. My husband may not be too helpful on "ACTUAL" book reading now since he reads e-books now. But I still read real books. I also make sure that we drop by a bookstore when we go to the mall.
Reading books is one good habit I pray my kids would stick with them till they're all grown up.