The topic of this longitudinal study was reading promotion and its perceived benefits. The aim was to determine if reading promotion can lead to reader development and if reader development can lead to self-development, as is often claimed in the literature. A reading promotion project in the Northern Cape, South Africa, was monitored over a period of five years by using a selection of qualitative and quantitative data collection methods. The outcome of the study indicates that the reading promotion project was responsible for positive changes in the lives of the beneficiaries of the intervention. It especially points to the positive role access to appropriate reading material and prolonged and enthusiastic reading motivation can play in the lives of a developing community with little means.