TV and video games are going to be hard to compete with.
I saw this with my stepson (now in his twenties). In conversations we had he compared video game plots with great literature.
With your average youthful male encouraging reading will be difficult.
It’s all about the best books. No one is going to pass by on reading once they get a taste of Tolkien.
Or Robert Lewis Stephenson. Yeah, videogames are interesting, but that is mostly because of their interactivity. I was one of the lucky folks who did reading first, and I’ll be doing that with my kids too.