The Scholastic Parent's blog has some great tips for parents to help their reluctant reader "that hardly seem like reading". I love the last tip, teaching your child to speak in Pig Latin. It helps your child visualize the written word so they can rearrange the letters.
Melissa Taylor (Imagination Soup) has another list of tips for parents at Parenting.com. She has had personnel experience with implementing some of these tips.
Both articles emphasize having lots of books, magazines and other reading materials around the house. Library cards are free, you can reserve books online and even borrow e-books.