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Reading has been the object of empirical and theoretical investigations since the distant past and has been studied from every possible angle by researchers from different subjects such as psychology, sociology, education, media studies, and library and information science. The present study investigates the reading habits of rural and urban college students of Kashmir Valley. The sample was selected through statistical sampling formula and stratified random sampling technique was used to select students. A questionnaire was used as a data collection tool. The results reveal that a majority of the students has a positive attitude towards reading. Urban students show this attitude more than rural students. The urban students spend more time on reading than their rural counterparts. The urban students read more English and rural students read Urdu. The results also discover that urban students mostly read for information and rural students for education. The data further shows that the rural students read more about politics, religion, science and technology, and games and sports, whereas urban students read more about literature and business.