The 23rd of April is not just Shakespeare's day or birth (and death), it is also this year's World Book Night. There are huge campaigns to promote reading in the US and UK. To check their list of books to be given away click here or here.
To let friends know that they should get down to some serious reading these days, send them a text or an email :)
Enjoy your reading! I will surely enjoy mine, reading Susan Hill's "The Woman in Black".