ds1 (11) is a real bookworm and has been since he was about 5. On paper school have always told us that ds2 (9) is even more advanced as a reader, but he's never been keen to read fiction.
dh and I are keen booklovers and we've kept plodding away with ds2:
Taking him to the library
Taking him to see/hear authors at the Hay Festival
Buying him the latest copies of new titles by authors he's enjoyed in the past
Taking him to the library
Allowing him extra time with lights on to read in bed
Buying him books as presents and rewards
Encouraging him to read widely - magazines, newspapers and non-fiction
etc. etc.
Anyway, it seems like it's finally clicked! His school set up a new reading club and a reading challenge, and for the past month or so he has been hooked with a book all the time. Finally he is reading decent, lengthy books. I have to wrestle books off him in the evenings to get him to go to sleep. He's been waiting for a particular book and we finally found a copy today. When he came home he spurned the computer and TV and went upstairs and started reading.
I'm so happy!