To begin with, this book wasn't what I was expecting. Like another reviewer here, I anticipated an in-depth appraisal of the comic itself: the creation and development of its characters, the philosophy behind its subtly satirical editorial style, as well as background on the magazine's many contributors. And while the book touches on these subjects, the main star seems to be Chris Donald himself.
For the first half, he details the fairly interesting story of how a bunch of Geordie schoolboys came up with a humour magazine that would end up selling millions of copies. The characters are well-drawn, although Donald spends a disproportionate amount of time talking about his own input - justifiably, perhaps, as he created the comic, but really it wouldn't have hurt to hear a little more about the others involved, particularly minor but interesting contributors like John Fardell and Davey Jones.
Later, though, Chris Donald's writing style becomes rather wearing, and he's not nearly as funny as you'd think. His 'anecdotes' seem to swing between tiresome exercises in pointless name-dropping (often along the lines of 'I once received a cartoon from Arthur Matthews... who then went on to write Father Ted!' and 'I've met Catherine Zeta-Jones!') and some really quite bitter stories about his petty victories over rivals, friends and colleagues. This element of the book disappointed me the most, particularly as the whole angle of Viz has always been to ridicule such name-droppers and self-absorbed celebrities. 'Bouncing Back', anyone?
Despite this, it's not the worst autobiography I've read and fans of Viz should find something to enjoy here - but be warned that the book is far more about Chris than it is about Viz.