Might want to consider reading/looking into Visualizing and Verbalizing. Basically, many who "hate to read" have a poor ability to visualize as they read.
http://lindamoodbell.com/program/visualizing-an...

Thank you all for your very useful advice. I will try Lindemood Bell and work with him. No, he does not like to read comics. I am continuing to try and get him interested in comics, but no real progress there. Salil has worked a lot with his speech therapist on auditory and visual memory and has shown improvement, but no formal evaluation of vision processing or vision therapy. I will search the web for resources on these.....

Evaluate for vision processing and vision therapy and visual and auditory memory. Go to library and to Learning Ally and get books on tape. We also got videos from the library that our child chose and required her to watch with English subtitles on.

Does he like reading comic books or reading some books purely for fun?

I second that. Lindamood-Bell is the best program I have found. It is expensive and intensive. But I haven't seen any other program that seems to understand and address the needs of our kiddos with comprehension deficits.