Well, Curt, I've run into much the sort of thing you're talking about, but not around here. Down where I come from originally, (Pasadena, near Houston) it is that way. Around here... reading is very much in, though unfortunately the independent book stores are (with a handful of notable exceptions) not.
Mind you, this town may be a serious aberration... Take, for instance, a conversation I overheard in my last retail job (keep in mind -- these were seniors in high school!)... just a brief bit of it...
"Yeah, she was the 'It' girl..."
(My thought: "Huh? Surely they can't be talking about Clara Bow!" Well... that's exactly who they were talking about... and Buster Keaton, and Charlie Chaplin, and Louise Brooks.....)
And then they got on the subject of sf books... and were mentioning writers like Brunner, and Zelazny, and Delaney.....
Thing is, that's not unusual around here; so it's not entirely bleak, Curt... just 95%....