I read to Mira before her bedtime routine. She knows now, I go "story time"? and she gets up on her little sofa and waits for me. I give her a variety of books, but she is most interested in books that involve flaps, tabs, and stuff she can touch. Books i THOUGHT she'd like she has absolutely no interest in! Just try it everyday. Also.... well, in our case, we have this counting book. And I ask her where the apples are (this is during nappy changing) and she flips and flips until she finds the apples and shows me, and gets so happy she found it!
Just keep at it, make it a daily thing with him and I'm sure he'll soon get interested in books. Oh, also books that have sounds....