Why the “decline by 9” in kids pleasure reading is getting more pronounced, year after year. And everyone I talked to agreed that the sudden drop-off in reading for fun is happening at a crucial age—the very age when, according to publishing lore, lifetime readers are made. “If you can keep them interested in books at that age, it will foster an interest in books the rest of their life,” said Brenna Connor, an industry analyst at Circana, the market research company that runs Bookscan. “If you don’t, they don’t want to read books as an adult.”