I am a HUGE reader. DH is a moderate reader but reads less and less as he gets older.
I have one DS (13) who loves books and one (11) who hates books. Go figure that the one who loves books is also dyslexic. He listens to audiobooks all the time. I don't control what he reads at all. I don't care if it's "trash." I've suggested books in the past and sometimes he takes me up on it and sometimes he doesn't. He reads standard thought provoking books through school so there's that.
If I do want him to expand into something, I'll listen to it with him. We have a routine where we listen to an audiobook together at night. I sit with him in his room for 20 minutes and we'll listen together.
For the one who hates books, I cycle through lots of things. Right now, I am reading aloud "A Short History of Nearly Everything." He will listen to some podcasts with me too, primarily Unspookable. On the upside, it puts him right to sleep.
I wouldn't force certain books on kids who love to read. Let them do their thing.