Gorman and Suellentrop answered my question. Why do kids say, "I don't read"? I thought they were being punks. I was right. Gorman and Suellentrop say that chances are that this is said "mainly for show, to mark turf, to challenge authority". However, they go on to say that chances are they are reading, just not things that school librarians would put out for a booktalk. They might be reading things like magazines, newspapers, the internet, or graphic novels; these things would not cause ridicule if they were caught reading them.
At least now I know that there is a reason, not that they are just jerks or idiots. It makes me feel better about the youth of America. Our goal now is to find some good reading material that he would be interested in; don't force him to read something he has no interest in reading.
Now, what makes a good book, or quality reading? I think it is personal taste. My neighbor used to draw for Marvel Comics, so he loves to read comic books (not graphic novels). When I took an english class in college, the teacher said that poems that rhyme, or lymrics are the worst forms of poetry created, and should not be read. I'm not a poetry fan, but I happen to like lymrics and rhymes (ex. Dr. Seuss, Shel Silverstein, "There once was a man from Nantucket. . ."). I don't like other forms of poetry.
The music I choose to listen to is excellent (Bing Crosby, Animaniacs and songs from Dr. Demento), but others disagree. I think their stuff is garbage. It is all personal taste.
For reading, read what you like, because if you like it, it is a good read.