I devoted much of my 37 years of teaching high school English to helping my students become avid readers. And I paid attention to the avid readers who walked into my classroom. I found out this about them: they almost always developed their love and habit of reading through series books, like the Harry Potter books, or the fantasy books by Rick Riordan, or the Big Nate graphic novels. Their parents were willing and able to spend money for their books, since libraries rarely had all of the books in the particular series they loved.
Ms KJ Dell'antonia is right about the importance of reading. My avid readers read better, wrote better, and did better in all of their classes.
So do everything you can to help your children love reading. Just don't expect that they will love the same books that you did. I really believe that all reading is good, and that any kind of reading eventually leads to more reading. My students who loved comic books and mysteries and fantasies and romances as children were the only ones who read well enough to love Shakespeare in high school.