Some 10 days old now, but still relevant, is this piece by Agnes Nieuwenhuizen in "The Age", which poses the question "How do we help our young enjoy reading?"
I'm actually amused when the question comes up about how much reading people's children do. Generally you find out the kids aren't doing a lot. I then ask "Do you read read much?", to which the answer is, again, "no". My kids live in a house that has books all over the place, generally fairly well shelved, but they are in most rooms. So our kids see them all the time, on shelves on tables, being read and handed around. They are part of the life of our house, and, so, they have become part of the life of our kids as well.
My 15 year-old daughter reads about a book a day over the holidays and is moving through that transition period between young adult and adult fiction - our local library is a god-send here. My 8 year-old son is currently reading Asterix, Tin Tin and as many books on Ancient Egypt as he can find. It doesn't matter what kids read as long as they are actually doing it: comics, sf, fantasy, trash, classics, or young adult; it makes absolutely no difference. But if they aren't seeing you, as a parent reading on a regular basis, then chances are they won't read much either.