Here is a link to Paul Jennings' blog with the transcript of a talk he gave "Keep the magic going" with good advice about encouraging reluctant readers...
http://www.pauljennings.com.au/blogs.asp?cid=32
"My definition of a reluctant reader is as follows: a reluctant reader is a child for whom adults have not been able to find a good enough book."
"Imagination is the food of compassion. We should fear those who lack it."
Scroll down the left to see Other talks and articles by and about Paul.