What worked for a couple of my kids turned out to be simple and obvious.  They got excited about reading when they found something exciting to read.  In their case, Harry Potter.

HP was all the rage at the time.  We bought the books the day they were released, including, for me, attending an extravaganza at Barnes & Noble in Manhattan into the wee hours of the morning.  That made bringing the book home even more exciting.

What are kids talking about in your community?  Are there books that their friends are excited ab out?  Peer pressure isn't always a negative.  Use it if you can.