This is the way. My son (10) went from actively trying to do anything else while he was supposed to be reading, to actually settling down and reading continuously for at least 30 minutes every night. We've had the rule since he was 6, but it seems like in the last year he has flipped from not being that interested to now highly valuing it and being upset if something impinges on his reading time... which of course we will extend bed time a bit to ensure he gets his reading time.