Many kids need a lot of incentive to read these days and this book has it in spades - humour that older primary school children can relate to, text broken up by different fonts and headings and, best of all, abundant wacky doodles on almost every page. It's a slightly larger format than similar books around - the phenomenally successful Wimpy Kid series, for instance, and that gives the writer more space to experiment with the format and illustrations. It really does look like the diary of a bright, artistic but easily distractable nine or ten year old boy, and from a commercial point of view the wider size will make it stand out on bookshop and library shelves.
There's not much originality in the story - Tom has embarrassing parents, a best friend with a mischievous dog and a big sister that he's constantly winding up, but since most children demand more of the same once they've found a formula that works for them, that isn't necessarily a bad thing. Some of the secondary characters are quirky and interesting. I really liked the well-intentioned grandparents who experiment with odd combinations of foods (banana pizza and cucumber juice in a can show up in Tom's lunchbox when Gran is on duty), and the rivalry and tension between Tom's father and his brother felt very real without upsetting the light tone of the book.
Best of all, at least from the kids' point of view, is that you can get through the whole thing very quickly and painlessly, thus building the confidence of children who are convinced they could never finish a whole book.