In the case of shitty light fiction there's a huge industry because, simply put, it's easier to read. It doesn't take the same effort as working through say, War and Piece, or the acquired snobbery of reading and enjoying Joyce. In some ways people need to be introduced to better light fiction which can toy with a mind yet be flicked through on first go. Pratchett's good for this. Every time you read his books you get another layer of revelation. Brian Jacques was a favourite childhood author of mine because his anthropomorphic novels had undercurrents which interested me while still being a joy to read.
None the less you can't force people to enjoy complex novels such as Brave New World (for all I think everyone should read it at least once). Enjoying reading is a gift as much as it is a pleasure, just as enjoying playing an instrument is, and enjoying the ability to critically analyse.
So I guess what I'm saying is you can lead a horse to water but you can't make it think.
None the less you can't force people to enjoy complex novels such as Brave New World (for all I think everyone should read it at least once). Enjoying reading is a gift as much as it is a pleasure, just as enjoying playing an instrument is, and enjoying the ability to critically analyse.
So I guess what I'm saying is you can lead a horse to water but you can't make it think.