The news story here - http://www.dailymail.co.uk/news/article-2199561/Be-seen-book-Its-just-cool-say-children.html - frames the problem as being that children think that "reading isn't cool".
But that's not the underlying issue. The solution isn't to try to make reading cool. The underlying issue is that "cool" is the barometer being measured with. Unless you ultimately aim to change that, you're re-arranging deck-chairs.