I never want reading to be a chore, I want it to be something that is freely chosen. I read aloud to them daily, but I let them choose if and when they are going to read.
The greatest indicator of child's likelihood to read throughout his life is whether or not his parents read and he sees his parents read. So, when you sit down with a good book, don't feel guilty that you should be doing something else (like laundry), realize you are inspiring your children! :)
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Mowgli and Bud reading "with a flashlight" and "in a secret hideout".
You may also want to consider participating in one of these summer reading programs. We did the Barnes and Noble one last year. I think Mowgli finished the requirements in one afternoon and then he was able to select a free book!