The only way I've been able to sustain reading for more than a half hour without adverse postural effects is to lie on my side with an e-reader (+ pop-socket). In fact it's the primary reason I read mostly on Kindle - to assume this posture.
I've even gone as far as building a contraption which lets me lie flat underneath it, and read hand-free. The issue with both methods of lying down to read is of course that I fall asleep :) (so much so that I keep a book on my nightstand as a sleep aid).
Otherwise, reading feels worse than working at a computer. I'm hunched over, similar to using a phone. Or I'm holding the book up a little higher and hold that tension in my arms/shoulders/neck.