Books still form an important part of gift-ideas, globally. Of course, that does not automatically translate to increased reading habit ! More often popular books just add to the 'cosmetic' effect of the book-shelt, at office/home :(
People like Amazon (e-reader/kindle), libraries ('Just books') and others playe an important role to keep this healthy habit alive & kicking. Against stiff competition..!
Amazon's Bezoz had his executives read these books, perhaps not just 'recommending' as most bosses do & the team would promptly pick up the book immediately (not always read, promptly!)