To account for the fact that the average reading literacy in Newfoundland and Labrador (Canada) is lower than the national average, a study examined the value that individuals place on literacy. Subjects, 625 males and females, each of whom was a head or one of the heads of households between 21 and 65 years of age and had not participated in an earlier study identifying the discrepancy, were administered a 59-item questionnaire and a literacy skills measure (the Survey of Literacy Skills Used in Daily Activities). Results indicated that: (1) demographic factors influenced in a variety of ways the value that individuals placed on literacy; (2) the value placed on literacy (such that it motivated subjects to action--to want more education, to be dissatisfied with the educational system in their community) was related to increased literacy levels; (3) literacy attainment did not lead to perception of a higher quality of life and to greater participation in the labor force; and (4) literacy attainment led to greater participation in literacy activities, but hardly more than some other factors like age and community of residence. Findings suggest that literacy develops better when it is valued, but not just any kind of valuing will do. (Three tables of data and a figure representing a model of literacy attainment, outcomes, and activities are included.) (RS)