Do you read? Are there books littering your house? Kids pick up on those things.
So far we haven't encountered that problem (it's funny seeing the little one on the couch with a book). Heard that taking turns reading a book of interest can get things going - you read a page, then he reads a page.
We've provided Star Wars (mostly) picture books - literary masterpieces to be sure
- to keep things going, and then added a few science books as kids like things that are 'dangerous,' such as lightning, volcanoes and sharks.
Can't wait for any of them to pick up the Hobbit.
Good luck!