Getting a kid to love books is a labour of love. It takes years.
I started with my kid when he was just one year old. I read to him every night, can't be a chore, you have to like it. But more important, I got him involved. I made little performances to spice things up. See, you don't have to be Robin Williams, your kid will love it nonetheless.
We used picture-gram books, you know those that go "There once was a little (picture of a monster) who lived in...". He's supposed to say "Monster". We read the same book for many nights, and he learned substantial portions of it. Then he stared "reading" it to me. Moving his finger along and repeating the words... then I got to say "Monster".
I started to actually teach him how to read in Spanish one year before he got in school. I used the same book I had learned with as a kid.
By the time he got to school, could read fluently in Spanish, and picked up English lightning fast. Quickly, he was at Dr Seuss level, among the top of the class. We also gave him a sense of ownership over the books, allowing him to choose which ones to buy and letting him take it home. This reinforced the love for the media. He read Dr Seuss for a couple of years, every night. According to the School, his reading level was comparable to kids two or three years older than him.
The final transition happened when he was about eight. Having outgrown Dr Seuss I had to find something to keep him going. I got him this "39 Clues" novel, which is quite substantial. This is a real (200+ pages, no pictures) book, but aimed at kids. He was a bit scared at first, but I started reading in parallell so we could discuss what was happening. After that he was on his own.
To give you an idea of how successful this has been, he recently blazed through the thickest books in the Harry Potter series, in about a week. He's nine now. Sometimes I have to force him to put the book down because its a school night! Left on his own, he'll read until 1 or 2 AM.