My ds9 also doesn't like to read all that much - which is weird, because my three others do. His brother and one sister just read constantly. Ds9 is more active and "hands on" and he loves math and is very good at it.
We've tried for years to get him to read and it IS better, but he may never love it as much as the others. Even math, for him,is best done while moving
One thing that has really helped is good magazines. I let him read at breakfast and lunch (if he's home) and I bring them in waiting rooms and the like. Look at Carus publishing - ds loves Muse, Odyssey, Calliope... they're challenging, interesting and short.
He also enjoys books-on-CD. I get them from the library regularly and we listen whenever we go somewhere. He does like when others read - he came home from school on the last day and immediately asked me to go to the library to get the book they'd been reading aloud but hadn't finished. Sometimes with kids like this I think you need to "spark" their interest a bit (whereas the others will read a label, a loose piece of paper, a boring article, anything!).
Oh, and as others have said, he really did like the LOF. Now, I'll admit, he's a bit lazy too, and he wasn't working out the problems, but he did read it for hours the first day the new one came (not new in the series, just new for us).
Another thing I do is get tons of books at the library and leave them everywhere. I mean, I'll get 20 or 30 that I think he might like, and if he enjoys two or three, I'm happy (on his own, he struggles to pick out one or two).
I also recommend comics if he enjoys them. Ds9 loves Calvin and Hobbes, Zits, all kinds of things. My older kids have old books and he can read them for hours. I truly think Calvin and Hobbes has taught him vocabulary and he's developed a wicked sense of humor.
Keep trying. I don't think that there's a magic bullet, but by my constant "throwing" things, a few have stuck and he's now occasionally reading even when it's not the forced half an hour before bedtime!
