How important is "reading" to medical schools?

I was thinking about "hard" interview questions, and I realized that there's another thing (besides strengths/weaknesses) that keeps coming up. "What kind of books do you read?" My answer (the honest one): "None. I do read a lot of magazines, though, mostly TIME and other general magazines." The fact that a lot of schools ask this question makes me think that it's important to be a reader. Is reading really THAT big of a deal?
Source: Student Doctor Network - Category: Universities & Medical Training Authors: Source Type: forums