Children's literacy skills can be boosted dramatically by just ten minutes of reading each day.
This is the opinion of Welsh education secretary Leighton Andrews, who has launched a new campaign called Take Five, Read for Ten.
"Strong basic skills developed from an early age can have a huge impact on a person's life. The ability to read, and read well helps young people as they access the wider curriculum and further down the line when looking for work," he commented.
Mr Andrews said quality reading time can make a big difference to children, adding that it is crucial for people of all ages to embrace it.
Sats results published in England earlier this week revealed that one in five 11-year-olds are failing to reach the expected level in maths, English and reading by the time they leave primary school.
Schools minister Nick Gibb said it is essential that children master the fundamentals at this age.