From that bedtime story to school textbooks, reading is a sure way of uplifting, inspiring, and promoting good character traits among kids. Don't just wish for your kids to read, as a parent, be an active reader yourself. By doing so, you'll see a great development in your kid's scholastic performance and attitude.
My students teen boys have a negative attitude towards reading.
In my 6th grade classroom, I use the reading response journal strategy. For example, I allow my students to choose books that are on their reading levels and every two weeks students are expected to turn in a journal explaining their reactions to the texts they have been reading. In addition, they may choose to write about their findings, whether they be "personal reactions" or "literary reactions" that gives me insight to what they are reading. Since students are able to choose their own books, this aspect of choice is a motivation strategy. When they are due, I even allow my students to share their journals like a mini book report. Students that share are able to receive incentives like bookmarks and other small treats.