I'm a voracious reader and occasional writer. (I wish it was the reverse.) I think it's difficult to get people to read literature because there's too much competition for your time and attention -- from web surfing to game playing to online content creating (like us here in Steemit!) to the daily mundane chores you have to do around the house. I think you have to already be inclined to read and for any given chunk of time, you have to firmly believe that you'd rather be reading literature than doing something else. It's a hard sell.
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