Want your kids to read? Don't offer a reward.

The Atlantic
How to Trick Your Kids Into Reading All Summer Long
http://www.theatlantic.com/education/archive/2014/07/how-to-kick-start-summer-reading/373737/

Getting children to read over the summer—or any time of year—can be a struggle. Coersion and rewards, writes Daniel Willingham, a University of Virginia psychology professor, are not the answer.

"The natural strategies most parents would think of first should not be the ones they actually try first," observes Willingham, a top education researcher.

If you want your reluctant readers to read, change their environment, not them.