Start getting books on book orders and let him pick them out....becime a member of a book club or have you ever thought of purchasing a Kindle or getting the kindle app on a phone or iPad or tablet and letting him download books that he likes to read you can find lots if children books of all types genres for all ages and alot of them are free!!
Get him some books he actually likes. There are a lot of illustrated novels, and lots of good young-adult fiction. Even comics like Calvin & Hobbes or Zits have plenty of adult-based humor, so what if they have pictures, it's still reading. Let's not forget the Lord of the Rings, The Warriors, and Harry Potter series.