The subject of this article are the factors and reasons for the bad results in reading of the Bulgarian 15-year-old students in PISA's international studies. The reference points of the analysis are the critical results from the last four studies--2000, 2006, 2009 and 2012. The aim of this analysis is to bring up for discussion unformulated topics and reading angles which have not been covered, which may explain the reason for the critical results in reading, including in the European Union as a whole. The goals of the report are to look for arguments and evidence in communication theory, in the conclusions of sociological studies and to summarize the factors which may lessen the ongoing preoccupation with "mass non-reading" or the "drop in reader's literacy". Eight reasons for the critical state of reading literacy have been drawn: (1) basic illiteracies which stem from the incorrect attitude towards reading as a cultural technology; (2) the stereotype "book = literature"; (3) the stereotype "book = paper"; (4) helplessness of sociological tools; (5) the manipulative side of reading; (6) the harmful side of reading; (7) reading mutations; and (8) the erroneous statement "Young people do not read". The scientists are presented with proposals to concentrate on two academic points: "Theory and practice of reading" classes on each educational level and focusing research efforts to improve readership culture of adults, including development of the so called "Acmeology of reading".