How do you motivate non-readers?

My kids love to read. What about those children that are against reading? How do we motivate them?
I have a student that will not read. He arrives with his head down playing his portable game thing and that is it.
He's very smart and when engaged in conversations, you can see his zeal for new information. He relies on the internet and tv for information. His vocalubary is significantly hindered by his lack of exposure to literature.
I would like other peoples comments or methods they have used to bring reading to the forefront.
Thank you,
Joe