I don't like posting on my favorite parenting board because others talk about how bad it makes them feel when their children don't do what others the same age can.
This is why you belong here
I second the Starfall.com recommendation - my kids loved that too. Your DS will likely pick up on the reading concepts if exposed.
My DD loved board books and was constantly bringing them to me (before she could walk, even... she'd have one hand on the wall for balance and the other one would be holding a book
) She'd "make" me sit for hours (she was obsessed by it all): she'd point at words and I'd say them. We'd also sound out letters. Another neat tool is the Word Whammer (I think by leap frog... it's not on their website anymore but you might be able to find it on eBay). The child plugs letters into spaces (three of them) and the toy sounds out the word that they've made. My DS loved that one.
The best toy/tool was our magna doodle... SO cool... I'd write letters and she'd say the sounds, and then I'd write small words and she'd sound them out. For example, I'd write "cat" and then erase only the "c" and replace it with "b" etc. Then she'd take the pen/stylus (whatever it's called) and try and copy the letters. The magna doodle is easier on their little hands than paper and pencil. She was obsessed with that too.
The only word of advice I'd offer is that make sure you just keep it fun at this point. I know that seems like a no brainer, but it's easy to get caught up in the self imposed pressure of "I must maximize his potential." I'd say definitely expose him to reading, but if he's not interested, just let it be for now. Definitely keep the exposure there (keep lots of books around, let him see YOU reading, etc), but don't attach any pressure or expectations to it
