I have something of an anecdote that perhaps might answer this question:
My Mother used to come into Primary (Elementary) school to help the children in reading time. One boy in particular had no motivation to read anything. Frustrated, Mum asked him whether he liked the book.
"What do you like then?"
"Find a book about football then"
The kid then looked up in amazement, as if the idea of reading for recreation was a completely alien idea. It is my belief that schooling in its current form discourages reading because it associates it with work rather than for enlightenment and fun. The best way to encourage reading is to encourage interest.
"Interest can produce learning on a scale compared to fear as a nuclear explosion to a firecracker." - Stanley Kubrick
Kids will naturally want to read, and will soak it all up if they are not discouraged by the thought of it being a chore.