You can usually consider that alkyl groups are +I (positive electron inducing) i.e. that they are relatively positive comparted to the other groups to which they are attached as other groups can pull electron density from them.
A methyl group, then, can be thought to 'push' electrons into the benzene ring, increasing its electron density. As the normal reaction of the benzene ring is electrophilic substitution this makes the ring more reactive (the ring has a relatively greater electron density than a benzene ring without substituents)
As AMH189 says, this also confers directional characteristics on the ring, in this case 2,4,6, directing.