Try a magazine subscription geared toward your child's age group. Try and find several books related to a topic in which your child shows interest. Don't force the books on the child, but make them available. Model reading and share your enthusiasm for a good book. Create an envioronment rich in literature.
Television is fierce competion for children's free time.
Be active in your child's TV viewing. Control the quantity and quality of the programs your child watches. Establish a daily reading time for everyone in the house.