Mr W routinely judges books by their covers. I'm not trying to be symbolic or metaphorical, he'll select books from the library based on what they look like from the outside. I've always encouraged him to read, and hold it as the thing that he does (usually) to earn time playing on the computer. I also pick out the majority of books that he reads from the library.
Part of this has been because he'll read the same Calvin and Hobbes books over and over again, and I want him to branch out. I also don't mind steering him towards books I think he'll like that I think are pretty cool.
A few months ago, a friend's husband had a Kickstart project where he was raising money to publish a kid-lit novel. I kicked in and got a signed copy of the book when it was published. The book sat ignored on Mr W's shelf. Yesterday, after reluctantly getting off the computer, he moped around saying there was nothing to read. He wandered into his room and came out with the book.
And proceeded to be captured and engrossed by this book, laughing out loud, saying, "Mom, listen to this", and generally enjoying himself. It was really cool to see. He also really liked that the author signed the book for me.