Why the JQuery function execute only once?

Why the JQuery function execute only once?


Hi. all.
I created a JQuery function
 
 $(document).ready(function() {
                $('[id$=btnReadMore]').click(function () {
                      $('[id$=loadingImg]').show();
                      $('[id$=btnReadMore]').hide();
                      document.getElementById("<%= UpdateProgress1.ClientID %>").style.visibility = "hidden";
                });
        });





 
It works fine the first time when I click the button 
 
but after that when I click the button again it does not execute at all.
 
What causes the problem?
 
Thank you.