Why aren’t more people reading books?

A couple of weeks ago, I asked why aren’t more people writing books?  This question was prompted by postings by Seth Godin and Guy Kawasaki.

Now, Seth has posted another thought provoking essay on business books.  But I think the bigger picture is the problem of people who don’t read books of any sort.  At all. 

So my question?  Why aren’t more people reading books?

My next question?  What can be done to increase this?