This week I'm asking my own question!
Our campus is encouraging and promoting a "culture of reading" this year. Some of the faculty have jumped on the reading train and are assigning particular books for class. Others have allowed their students to pick a title themselves (relevant to their course) and read and write about it. Even the traditionally non-reading courses have gotten in on the act: computer graphics students are illustrating short stories they're reading.
I'm really excited about people jumping in to this. My question is what other ways can we encourage professors to add reading elements to assignments? And how do we do so without simply turning our information literacy sessions into "how to find a book on the shelf" ones?