So does putting reading in the 'for pleasure' category get boys into reading?

I've never been a big fan of the 'Reading For Joy' movement.   So I was really pleased when figure published this week showed that the 'Reading for Pleasure' drive is beginning to bear fruit.  When I heard this my first reaction was, Reading for pleasure' when did that happen.  The last I heard it was called 'Reading of Joy'.  I'm sure there more to this than changing a word but does this have something to do with...