Have you never read to your children? Having stories read to kids is a sure fire way of leading them to books.
Make a family event of it…we pick a book series our kids will all enjoy, get the popcorn out like its movie night and we read it together. The older ones take turns and often get right into acting it out. This way it gets everyone involved. Ghost and detective stories are always a hit with boys.
We also made up reading challenges…we have competitive kids….scavenger hunts so as the kids read they have to find clues, lines and phrases etc. Number of pages read by X date for prizes or points. All summer we do a point system. Did I mention my kids are 17, 14, & 10. They love the challenge. Tap into what motivates your kids and build in the reading as part of it.
For your younger boy try books on CD where they have to turn the pages with the reader. This worked for my boys when all he wanted to do was make car ramps with books.
Forgot to add, get them Sports Illustrated for Kids, terrific magazine and totally kids-oriented. May only be available by subscription, not sure I’ve ever seen it on a newsstand. My son loved it and eventually outgrew it, but it started the ball rolling.
Hope this helps! Good Luck!
You must buy the books and read them yourself silently/out loud (maybe read some really “cool” passages out loud). Get books like Captain Underpants (kids love him), Harry Potter (obviously), Hardy Boys (obviously super-old, but who knows), latest series about vampire hunk in high school (Dark something, can’t remember title..).
You can’t force them, you can only set an example, try to pique their interest with something they like (even comic books was a good suggestion), and then stand back and hope and pray. Always show them your love of books, otherwise no hope.