I have a 12 year old daughter and 10 year old son. My daughter has been reading voraciously since about 9 years old. This past summer she plowed through several 800-1000 page books.

My son is not nearly as voracious as she is, but has, in the past 6 months started to really value his reading time, enough that he gets upset when things interfere with it. Also, he now goes out and researches books to read (often via YouTube during his Youtube time). I think what got him here was consistency.

We've read to them every night until they were in second grade and then required them to read overnight. It took a while to take hold with both, but once it did they dove in and now really value it.

As for what he is reading - Diary of a wimpy kid series, Percy Jackson, Mysterious Benedict Society are the current favorites.