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Parent/Teacher Back-to-School Woes

What do you tell a (preferred to remain anonymous) parent/teacher who writes in the following email?  This is posted with her permission, of course.  Please feel free to post your responses, strategies and suggestions in the comment section.

"My son was scheduled to read 4 books this summer and has read only one. He is NOT interested in any of the books that were on his summer reading list. He also appears to be losing interest in reading; which is not good since school is just days away. 

I've tried tirelessly to support him and encourage him throughout the summer.  However, it's been a losing "READING" battle.  What is a parent to do?  I'm desperate and open for suggestions."

Thanks in advance,
Concerned parent