Well, I don't have kids and I've always been a reader, so I don't have any practical advice to offer on this. I think every person is different though. I'm far too stubborn to respond to required book reports. In fact, I hated almost everything I had to read for school. And I think that offering rewards would make reading seem like a chore. Those types of things obviously work for some people though.
My husband wasn't really a reader when we met. He'd read a few books by Robin Cook and enjoyed them, but he never made time for reading. I went out on a limb and bought him The Alienist by Caleb Carr. He loved it! He's still not a voracious reader, but he always has one book on his nightstand that he's working on. For him, it was just a matter of finding the kinds of books that he enjoyed.
So that's what I'm getting at. I don't know how you could get reluctant readers to pick up a book in the first place, but I think I would ask them to keep trying until you find the types of books they enjoy. I've become convinced that there has to be a genre out there for everyone. It's just a matter of finding it.
What do you think? You can share your answers here and at Booking Through Thursday.