Adam Kirsch:

Telling someone to love literature because reading is good for society is like telling someone to believe in God because religion is good for society. It’s a utilitarian argument for what should be a personal passion.

It would be better to describe reading not as a public duty but as a private pleasure, sometimes even a vice. This would be a more effective way to attract young people, and it also happens to be true. When literature was considered transgressive, moralists couldn’t get people to stop buying and reading dangerous books. Now that books are considered virtuous and edifying, moralists can’t persuade anyone to pick one up.