Researcher on publishing Hao Zhensheng said, "We have found it a welcome phenomenon that more and more people are reading online. Actually, more serious titles are now being read through the Internet. As long as they have the desire to read, the medium doesn't matter. The Internet will prove very effective medium for reading anything, even serious books."

Schools, libraries and other public venues, are holding activities mark World Reading Day and promote the habit of reading, especially among the young.

In Central China's Henan province, primary school students are encouraged to swap books with schoolmates. In the northeast city of Shenyang, students are taught how to use the newly installed online reading system.

Bookstores and even bus terminals are holding activities to get people to read.