There are quotes at multiple places in the later part of the article. As a matter of fact, quotes are the sole information of three paragraphs—Paragraphs 8, 9, 10, and 13. The quotes provide psychological and neurological proof of the benefits of reading. Apparently, Emory University and the University of Virginia are highly credible academic sources of information. The Guardian, as a publication of a rather large circulation and numerous subscribers throughout the country and the world, is fairly trustworthy. The author, by means of the expertise of professionals rather than his own perception or experience, or his own words, therefore makes his case strong and convincing. 

Quotes, used multiple times, are the chief information of the article. The author may be right about his idea; he however would fail to convince his readers of the idea if there were no research findings. Instead, quoting the results of a number of studies, the author persuades the readers with concreate evidence. Since research is more reliable than perception or experience, particularly when the perceptional or empirical knowledge has long been the misconception, people, looking at the scientific findings, are less likely to be stubborn and more likely to be persuaded.