@irontoenail - You might have to just find the right reading material. That is the best tip I can give people. Don't be stuck up about types of books or magazines. If your child loves video games, then get them magazines about games or games that involve reading (and make sure they don't skip that part). If they love TV, get them books about TV characters. There are books that tie in with most series, from Pokemon to Barbie.
Get books full of silly jokes, or books with interesting facts. Get them reading websites. It doesn't matter what they read, only that they do it a lot.
Most importantly, do it with them and do it where they can see you do it. Family literacy programs often work much better than just teaching a lone child, because they love interacting with their parents.