Muslim Toast

A couple of years ago I received a copy of this book through the post.  It was the self-published memoir of a Muslim businessman who had been born in Pakistan but grew up in the UK during the 60s and 70s.  Everything about it said 'self-published': crap cover, terrible title, dodgy production values.  My instinct was yelling 'avoid avoid!'.  But one thing I always tried to do when I worked in bookselling was to read a chunk of everything I was sent.  It could be a chore but I sort of felt it was the least I could do.

Wherever possible I would read 50 pages.  Sometimes this was simply too painful and I had to give up earlier but usually 50 pages would give me enough of an idea of the tone and feel of the writing to assess whether it was worth pursuing.  The sheer volume of books I received made even this small amount of reading per title quite difficult to achieve but, on the whole, it was worth the effort.  Books that passed the 50 page test would go on to another pile for me to complete at a slightly more leisurely pace.

I distinctly remember tackling the first few pages of The Path Unimagined over a cup of tea in my office at Waterstone's.  An hour later my tea was cold and I was nearly half-way through the book.  When the time came to trot off to the boardroom for a meeting, I found it painful to have to put it down.  It was remarkable: funny, moving, intelligent, beautifully observed.  The amiable confessional style along with short pithy chapters with titles such as Jesus, Spam, Muhammad, Wogs and Spock, reminded me of Nigel Slater's excellent memoir Toast.  Only with added Islam.  This was an excellent book and I was convinced it could be huge.  But not with a cover like that it wouldn't.

Here is a small sample to give you an idea of the style and subtle humour:

I came second in the Karachi 'Bonnie Baby' contest.  I was wearing a black suit, white shirt and dark tie.  Smartly dressed, suave and handsome, I looked like James Bond, although I was too young to have seen either of his movies.  I was also somewhat unsteady on my feet.  People were particularly impressed by my light skin.

First prize went to the child of the organiser.  The judges were her friends.  This is absolutely typical of third-world, banana-republic unfairness. In the West, the organiser's child would not be allowed to enter the contest.  I was denied the title of 'Karachi's Bonniest Baby' by blatant nepotism.  I began my lifelong struggle against corruption and injustice.

I contacted the author, Imran Ahmad, and asked his permission to pass the book on to an agent.  He consented so I whacked it over to Charlie Viney at the Mulcahy Viney Agency and he quickly read it and agreed with me - it was a book that deserved to be published properly.

So I am genuinely delighted and chuffed to announce that Unimagined by Imran Ahmad has just been published in hardback by Aurum.  It has the most fantastic author photograph on the front (recognise the outfit?) and, with the text having been spruced up a little, is an infinitely better-looking book than its first incarnation.  Sue Townsend chose it as her pick of the year for 2006 in The Guardian (presumably she read an advance proof), it is starting to get some really positive coverage and the author has already received a gushing email from one of his first 'proper' readers who bought it in Borders and is going to recommend it to all her friends.

I confidently predict that Unimagined is going to be a huge word-of-mouth success.  I hope the hardback does well but, however that performs, the paperback will be massive.  I cannot imagine anyone with a love of books could fail to revel in this original and witty memoir.  An essential addition to your library, if you ask me.

I am very proud to have a copy inscribed by the author with the words 'Scott.  This would not have happened without your help.  Thank you so much!  Best wishes, Imran Ahmad.'  I am not sure how true that is but if a book is worth shouting about then you might as well do so loudly, and I won't stop shouting about this one for a while yet.

If you get a chance do please visit the author's website.  He is organising a charity launch for the book in early March from which 100% of the proceeds of book sales will go to the Shooting Star Children's Hospice and plans to send a copy to every MP in the House Of Commons.  If there is any justice, success is just around the corner for Imran.

Unimagined is published by Aurum, officially in March, but you can pick up copies now.

Comments

[dovegreyreader]

On its way to me but from TBD! And I love the way you've sneaked in those books on the right hand side bar...A Book I Couldn't Finish and One I Wish I Hadn't,I'm agreeing with both of those.Played a mean trick on a friend who was reading Booker longlist with me 2005, I managed about 50 pages of The Accidental before I gave up, passed it on to her but didn't say a word. She then took it as her only book on a long train journey and has never forgiven me.I also love the children's lists, I want a drum and that book now.I see you've settled nicely into your typepad home, soft furnishings and accessories coming along nicely.

[Steerforth]

I started reading this post thinking 'Oh, I had a friend whose brother was called Imran Ahmad, but I expect that's a common name in Pakistan...' then I clicked on the photo and saw a familiar face.

I was always given the impression that Imran was the golden boy and disapproved of our activities, so I shall read this book with interest!

[Clive Keeble]

Congratulations Scott.

Aurum Press have set a very reasonable £12.99 cover price, who needs a paperback run (with the book likely being "junked" in 3 for 2 promos).

Assuming that most indies "run" with this title h/b sales of around 100,000 plus would seem possible.

Surely, this is one title which does not need "paid for placement" in order to get the book before the buying public ?

[Scott Pack]

I am glad you like the new additions DGR. I have a few more ideas that might pop up from time to time. The two Smiths really troubled me last year. Here was everyone and his dog saying that the books were great and I thought they were really poor. The Zadie Smith I would have rejected out of has as a publisher for being too dull. Mind you, each to their own and all that.

And you won't be disappointed with Imran's book, it is a gem waiting to be discovered.

[Scott Pack]

The thing with 'paid for placement' Clive is to view it from a slightly different angle and see if it stacks up. If Unimagined gets great press, loads of rave reviews and the media love it BUT none of the retailers are promoting it then it might be hard to find in the shops. The publisher will struggle to get it in front of the discerning reader as a result. You may not agree with the practise but a publisher may well view it as a worthwhile cost to keep the book visible.

That being said, the real word of mouth hits will bypass any promotion or paid for section.

[Clive Keeble]

Scott

Remember who *made* "The Cloudspotter's Guide", it was the indies.

There are far more indie bookshops than bookchain branches.

[susan Hill]

A hundred THOUSAND ????

[Scott Pack]

Well Clive, Waterstone's had 30% market share on Cloudspotter's Guide so, while I am sure that indies really went for it if there is any claim for 'making' the book it is probably a shared one.

Undoubtedly, if the indies really embrace a book, they can rise above any promotions and pricing from the chains and command a strong share. But, as a publisher, you would always want the insurance policy of the chain promotions if it makes sense financially.

[Imran Ahmad]

"crap cover"?!! How dare you! I spent nearly an hour on it.

[lance]

Well, I'm sold - but due to some downsizing at Cusack Towers I shall wait for the paperback version...

Imran - consider yourself robbed of that particular hour!

[sara]

You are right, the original cover and title remind me of the self helpy guru type books that I sell far too many of. Much improved now, and it looks like a really interesting book.

I disagree with your comment on Ali Smith's novel. Whilst perhaps not as stunningly brilliant as her other work "The Accidental" is beautifully written and absorbing. I recommend it highly, unlike the other Smith, who I just don't "get."

[lilyloulou]

every person I know who has read Unimagined has loved it - I agree that it'll be a great word of mouth book..... and how could you resist such a fantastic photo on the jacket?!

[Steve Clackson]

Fantastic story Scott and all the best Imran. I just love that cover
excellent!

[Imran Ahmad]

I slip out of the office at lunchtime to go to Borders. A bus is coming, so I run to the bus stop and just make it. I flash my travel card and he doesn’t even blink, as if I’m not really here, as if I’m a figment of my own imagination.

My heart is thumping as Borders approaches. I jump off the bus, run across the road and regain my composure, before I stride casually inside the store. I don’t want to draw attention to myself, get recognised and be accosted by a crowd of hysterical young women. (Actually, I do).

There it is, facing me on the shelf – eight copies, ‘front of store’ as promised. This is the moment I have waited all my life for. Wow! I can hardly believe it. I thought this was going to happen in 2005, with my magnificent self-published book (with its mysterious, enigmatic cover), but somehow I wasn’t able to persuade Borders to stock it, let alone put it ‘front of store’.

I move on, casually strolling around the tables, waiting for the magic moment. Hold on, here’s a chap, a youngish man, casually dressed, looks a bit foreign, he’s looking over the books in that display, the one with my book in it. His eyes are running over the books systematically, and he’s taking little steps sideways, towards my book. I move into a casual holding position, from where I can observe him, but he won’t see me. That’s it, he’s in place now, his eyes are running down the shelves and now he’s … that’s right sunshine … good man … he’s looking at my book! His face is steady, right on it. … Oh yes … oh yes .. come on .. oh yes… oh yes … he’s reaching for it … he’s got it! ... He’s picked up my book! It’s in his hands … he’s studying the cover … good looking chap on the cover, don’t you think? … now the back … great quotes, eh? … haven’t you always loved Sue Cook , as I have done? … now he’s reading the inside front flap … a logical approach … seems like a smart chap … it’s taking him an awfully long time to read the front flap .. okay, he’s done … hey! … what the hell do you think you’re doing? … what the hell are you doing? … he’s put it back … back on the shelf .. he’s moving on … stupid bastard! you stupid idiot! … what the hell are you doing in a bookshop?! … can you even read?…

I return to the office a broken man.

[Clive Keeble]

It is not recommended that Imran Ahmad tries to make a lunchtime visit to my shop - not even if he manages to commandeer a corporate helicopter !

If he managed the journey he would see the book featured prominently in a window display ; only one copy left out in store,as is the norm, face up in the main display area - grumpy old bastards like myself run a tight ship and seldom leave multiple newly published copies, only to see one or all of them get soiled by lackadasical browsers.

"Unimagined" is a title which lends itself to handselling, which is the forte of the indie bookshops.

Anybody can merchandise Harry Potter ; the skill in the booktrade is to ensure that less obvious titles ensure steady sales to a discerning customer base.

Yesterday an author came along with a self-published book about a showman's family : great cover, a well designed book thanks to input from olde worlde printer. A similar firm sale stock quantity was purchaesd as for "Unimagined" : ironically, at the same time a customer was purchasing a copy of Imran Ahmad's book. Both titles will do well in their own way : this is one bookdealer who is happy with his lot.

[Steerforth]

I've just started reading the book and yes, it's every bit as good as you claimed. On the one hand it's a highly entertaining memoir of growing up in the 1970s, on the other it's a moving and profound account of the difficulties of being a Muslim in a culture that is both alien and familiar at the same time.

I was friends with Imran's brother during my teens and 20s and I was woefully ignorant about his cultural background. I remember that Rehan couldn't always make it to the pub because of some family engagement, but I never appreciated how he had to negotiate a huge cultural divide. I think that was because Rehan did it so well and I also got the feeling that his parents had a very pragmatic attitude, turning a judicious blind eye on occasions.

Thank you Scott for helping to gain this book the recognition it deserves.

[Kamran Aftab]

I just learnt about the book from my sister in England. Did some searches on the web and ended up here. I haven't read the book yet, but will get hold of it as soon as I can. Imran, hats off to you for writing this book. Something I have thought about doing myself, but haven't got to it, and perhaps don't have the writing prowess for either.

I see a lot of great reviews, and seemingly all from non-desis ... it must be good! ;-)

[AMOO ZUL-NURAIN BABATUNDE]

Am happy to read this site. I need a sweet islamic toast for my wedding.

[sarah]

Ive have a peeped at the saem book. I found it boring to be honest.

[Mouth]

It is very intersting book, recommend!