I would generally say that, for some, reading doesn't get the same look in as films/TV/computer games etc because it requires more effort - it is a lot easier to sit in front of the crystal bucket and switch off, especially of you are tired, than it is to read a book.
I wouldn't say reading is unpopular, in fact, I would say that over the last couple of decades reading has become more popular than ever.
Regardless of what you think of their quality, look at the success of The Da Vinci Code, the Twilight Novels and the Harry Potter books etc; look at the number of reading groups that have popped up and the success of Channel 4s Book Club (and this forum!).
I would say reading today is in rude health!
Perhaps you need to improve your sales pitch!
They probably do, but I'm not sure how that comment applies in this instance.