How do we keep children reading?

Philip Pullman in The Times 29 Sept 2012 says: “Short of a universal power blackout, all I can suggest is get lots of of good books, leave them around, occasionally read to them a bit—and stop at an exciting part. Put them on a high shelf and say, ‘Those books are not for you, they’re too strong, you’re not old enough yet’…and then go out.”
His versions of the Grimm Tales is just out–but they’re not for you, they’re too strong and you’re not old enough yet.