The key, I think, to getting kids, regardless of gender, interested in reading is to read to them when they are younger. My mom did that to me and my sister when we were really young and it got us both really interested in reading.
If the parents can't get be bothered to read to their kids, even just five to ten minutes a day, then the child is going to have a harder time learning to read and leaning to enjoy reading.
As for what the kids are reading, I don't think it really matters, as long as they like reading. One of the first series of books I got into , besides picture books, was Goosebumps, which I never saw as 'gross out' books. I always saw them as the kiddo version of Stephen King or Dean Koontz books.
And if you don't want you kids to read books about farting and other crap (no pun intended) get them some 'Classic Starts' books, abridged versions of classics (Robin Hood, Swiss Family Robinson, Oliver Twist, etc.). I read those kind of books side by side with Goosebumps, and I still read and enjoyed 'The Hobbit'
Finally depriving boys of electronics is only going to make things worse, especially if the boy has a sister who is allowed to watch t.v., play video games or screw around on the computer.