
Does anyone have a creative or clever suggestion for getting kids (4th grade) to LIKE reading?

I sent parents a survey asking about their child's enjoyment for reading at home. The results weren't too scary, and they were understandable considering all the competition (sports, video games, cheerleading...); still I would like to try some things to raise the interest a bit more even.
Does anyone have something they've found to work?
Thanks so much!
pg