Firstly I would say all reading is good reading, and at this age it doesn't matter too much what he is reading.
ds1 is a very keen reader and will read anything; ds2 will sit and read non-fiction til the cows come home but it's very difficult to get him to tackle a book!
Have you tried the Horrible Histories/Science etc. series with your ds?
Some excellent 'non-book' reading material is:
The DFC is a fantastic comic, set up by a bunch of authors/illustrators (including Philip Pullman) in Oxford.
First News is a weekly newspaper for children.
To encourage him to read make sure you have 'reading time'. ie. after XXpm at night no screens, no games, bed, PJs on. But if you wish you may have your light on and read for 30 mins.
If you are desperate for him to read a story - and I know I have been with ds2 for years, but tbh we haven't really got very far - these two books are very popular with boys this age.
The Legend of spud Murphy
How to train your dragon
Or why not try some of the suggestions on here