*shrugs* My kids, 8 and 5, love books and reading. We read to them 5 nights a week, and they each either read to us (my boy is just learning) or to themselves every day as well. They love a trip to the used bookstore just as much as a trip to the toy store and we do the library every 3 weeks and have been doing the summer reading program since they were toddlers. They still play video and computer games, but it is all about moderation.
You're right though, it takes dedicated parenting to give your children a love of books. My husband doesn't read anything beyond magazines but I'm a self-confessed book-a-holic. I'd rather be reading than doing damn near anything else 99% of the time. Reading got me through my childhood and provided an escape in a small town where there weren't a lot of options; I want my kids to have the same adventures I did as I was transported to Arrakis, Pern, medieval England, space, alternative earths and futures! My kids take books to the dr. waiting room or on car trips, even in this day and age of video games (which they own too).
I have copies of LoTR, Dune, Little House on the Prairie, HP, Eragon, Anne of Green Gables, the Pern-dragonrider series, Lemony Snickets... just waiting for them.