Encourage everyone in your family to make books and reading a priority. As parents, you play a major role, but you should not be the only models -- get the entire clan involved, including friends.
Tell a family a story before, during and after dinner. Write a "book" together about your family. Everyone can do research and write about an interesting relative. As with all learning, this exercise is unlimited. Learning about distant relatives will provoke questions: Where did great grandma come from? How did she get here? Why did they leave the farm and move to Sackville? Follow up on these questions; seek out books, articles and letters that tell your family history and bring it to life as much as possible for your children.
Your children will delight in your family's tradition of stories and reading. It is an intimate and memorable experience for everyone. Your family reading circles will be remembered for a lifetime. And your children will share this gift with their children, and so on.