This is a nice collection of author responses following the phone call informing them that they'd won the prestigious Newbery award (from 1996, so don't expect more recent authors' comments): Newbery Authors
I found the site Googling "getting your kids to read Newbery", wondering if there was a trick to convincing my son to read something that I recommend. His friends, even the school librarian, random advertisements - they all carry more weight than my opinion. :(
We still do a little "read aloud" to wind up the day, so I've been picking Newbery winners that I want to read for that. He does admit that some of these are pretty good. But except for The Twenty-One Balloons, I've only been doing books that I've already read that I really know he'll like. I'm good at picking out books that people will enjoy, why won't he believe me when I say it's something he'll like? It must be a tween thing.
On a related topic, I have a whole stack of "girl books" that I can't wait until my daughter is old enough to read. It's interesting dividing the Newbery winners up into "girl vs. boy vs. either gender will enjoy" categories.