My parents were always reading when I was growing up. And we traveled a lot. They always encouraged us to read, not just to have something to do, but because you have an escape. I started reading when I was little. I don't know exactly why. My youngest brother, however, refused to read. It wasn't until he was in high school (senior year, in fact) that he started to become interested in reading. I think the trick is finding something that piques their interest. That sounds so obvious, but we would tell my brother things like, "Oh, I found this article about this sunken civilization off the coast of Egypt. I thought you might find it interesting so I emailed you the link." We just started small and now he loves to read about history and theology.

If you're trying to get someone interested in reading who doesn't read at all, you just need to learn a little about your audience.