Well my family has seven bookcases full of the reasons we like to read, and for the most part I have found that people who don't like to read fall into two categories; Those who aren't very good at it, which makes reading a novel a rather tortuous process and those who simply haven't been introduced to good books. Now by good books I do not mean classics often they are the absolute worst for a new reader, and if you throw someone who doesn't read much Heinlein or Tolkien they aren't going to cope with the density of the writing. The Terry Pratchet books are good for introducing someone to recreational reading, particularly someone who lost interest in reading because of the school system forcing them to read, dense depressing poorly written pap.