Yahoo has hundreds of book/reading groups. You could look around and see how some of them are run. I'm in 3 groups right now:
http://groups.yahoo.com/group/Womens_Rea鈥?/a>
http://groups.yahoo.com/group/chillingre鈥?/a>
http://groups.yahoo.com/group/rosemariew鈥?/a>
As for making it fun/interesting. That depends on what kind of members you want.
Some people like reading one book a month and then answering specific discussion questions. Some people like just being able to talk to other people about what they are currently reading.
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