Something I learned, thought I would pass it along. When reading outloud a chapter book to your kids, don't stop at the end of the chapter. Stop at the climax of something about to happen and leave with a cliff hanger. Example, we are reading "The Trumpet of the Swan" and I left off with the fox about to attack the swan.
Stop reading and when they complain and want you to keep reading, tell them not now you have to do, x,y,z (for me it's chores) and then when you are done we can go back to reading, or for older kids, tell them they can read ahead but promise not to tell anyone what happens. I've been doing this and my kids are begging me to keep reading. It works wonderfully. And I let them "read ahead" by looking at the few pictures in the book.
It works for me, I'm sure it'll work for you too. :)