Because electronic gadgets are like extensions of kids' bodies these days--the objects they grab at every idle moment-- I think parents have to be pro-active and give mobile devices a time out. Every day.
What I try to do is announce that we're having reading time for the next hour, and gadgets must be put away. Sometimes the event inspires creative ways to get into a reading bubble. For this set up my 11 year old wore earplugs while in her reading cave. Now, if we can only keep this up!