It certainly has been motivating Rowen lately. Just today, he brought me a "Magic Treehouse" book (after first trying a surprisingly difficult Ninjago book) and wanted to read the whole thing to me. We took turns reading sentences and only got a page in (the Ninjago book really dampened his spirits), but at least he's eager to keep at it.
Generally, all of our children have embraced reading. It's such an amazing superpower to have. I shudder every time I think that most Americans deliberately avoid reading as adults, blocking off the wondrous worlds and ideas that are out there. It's worth the time. If you haven't picked up a book lately, get some suggestions from friends (avoid the classics until you've warmed yourself up) and allow yourself to enjoy the experience.