The Royals striker picked up the Barclays Player of the Month award in January for scoring five times in the league, with all of his efforts coming as a substitute.
"I'm as happy as I can be coming off the bench," he said. "Obviously I want to start and the gaffer knows that.
"I've spoken to him numerous times after I've scored goals that I want to start games, but those five goals from the bench have catapulted me into the 'super sub' tag.
"I don't want to be stuck with that for the rest of my career. I don't want to play 20 minutes in games. I want to play for 90 minutes.
"It is the exact opposite of what I want to be known as. I'm not an impact player and just do the best I can every time I'm on the pitch.
"I just want to start games - for the time being it is as you are because we are winning games and have got to stick with it."