I believe like everything else of worth this is a trait that has to be instilled in children when they are very young...when my daughter was a little girl (prior to kindergarden) I would lay in the bed with her prior to her bedtime and read a book to her, we would then share this responsibility when she was able to read...she now buys books on her own and thoroughly enjoys reading...
children also mimmick what adults do, so make it a point to read on a daily basis (even if it is the newspaper)...school also plays a role in inspiring children to read by providing incentives; book clubs, book reading competitions, etc., so make sure you get involved and find out what programs are available a their school and your local library...
the key is really about being consistent in whatever approach you decide to take...children need discipline..by incorporating reading into their routine, it will become part of their life...
you are so right books are wonderful, you can't however escape the fact that the Internet has become the world's largest library..it's really about balance...great question!