Reading is still considered more high-brow than, say, playing videogames, and for the most part it is, simply because our species have been producing literature for quite some time, and we have a large amount of masterpieces and real gems.
But I've seen people reading dumb shit at a rapid pace, bad literature is not better than bad TV/Radio/Comics/Games/Youtube/Etc.
I hope that at some point we'll stop sacralizing things because they are old.