Showing and taking positive action, I think, is the way to go. First of all, do you read and like it? And his other parent? If you show your interest in reading daily - a book, newspaper, magazine - that's the environment he is exposed to.
Also when he was little did someone read bedtime stories etc? That's another envirnoment to foster - that stories are great and an opportunity to spend time with you in a cosy envirnoment.
Depending on his age group now I would read a story to him at bedtime and make the story come alive with the way you read it. He will find it interesting and exciting and not a chore and something he has to do and he may wnat to finish the story himself.
Allow the opportunity to follow his interests. What are his hobbies? Let him read whatever he needs to follow those interests. Find interesting and well illustrated books.
Does he like drama? Acting classes are an opportunity to learn the lines and maybe if the drama classes have exams he will have to read up and prepare for his pieces. So reading in this context is not a chore but vital to the drama.
In summary, change the context of the reading iniative - from something he has to do, to something that is fun, interesting and supports his interests.
Hope that is helpful.