A study evaluated a program designed to improve the reading attitude of students who had the skills to read independently but chose not to during their recreational reading time. Subjects, 25 third grade students enrolled in a public school in a rapidly growing city in Florida, performed in the 80th percentile or above on county, state, and national reading tests but were not actively involved in reading for pleasure, displaying a negative attitude toward reading as an activity choice. Subjects participated in a three-month program of attitude improvement and motivational techniques to encourage reading as a recreational activity, which included scheduling class time for recreational reading, putting less stress on the completion of workbook pages, introducing books by author, and implementing a reward system. Results indicated that 22 of the 25 subjects improved in attitude, reporting that they considered reading to be a pleasurable activity. Parents reported that 21 of the 25 students read magazines, books, and newspapers at home as a leisure time option. (Eight tables of data are included; and 19 references and survey instruments, a teacher's log, and correspondence are attached.) (RS)