I was always into Marvel as a kid and still am.
 Vash, we're not comic geeks, just collectors of artistic literature, and
Schro your technique is right on.  I get my non readers in high school interested in Marvel.  Anything you can do to spark a kids reading is awesome.

Comics got me reading really early. My folks would get me comics as a reward for doing well in Kindergarten.

I was reading books by the time I was 3, partially because my folks gave me spiderman and spider woman comics.... it later developed into a full blown addiction that I am now in control of (mostly).

Comics are a great way to get kids to read and there are a lot of great writers who use the medium to tell really strong stories.