Helping your child enjoying reading

For the 10-12 year olds you don't enjoy reading, it's pretty hard to make them do so if they aren't used to reading.
Nonetheless, you can sign him up to your local library, and make sure you let him decide himself what he wants to read. By letting him choose his own books, they'll be more chance of him enjoying them.
You can however talk to him about such a such a book that you liked reading. Who knows, he may be curious and decide to read it!