I think that Rebecca Scott explains the book best in her greenmanreview.com review. Here is an excerpt:
"If Voice of the Fire has a protagonist, it must be Northampton itself, because this is the story of the formation of the mythology of that place. It is a geological study of the strata of the collective unconscious of the area. Each of its twelve chapters is the first-person story of an individual who crystallized into the forming stones in the hill of tales, whose bodies fed its grass and trees. Their histories wind through that of the land, bringing us closer and closer to the present day.
Each of the chapters includes a full-color plate, a photographic character portrait by Jose Villarrubia (who contributed to the very fine graphic novel Veils). These glow softly, and have a painterly quality about them that makes even the grimmest a gem. Yet this is a text novel, not a graphic novel, and the words are the things. Very fine words they are, too: "Trust in the fictive process, in the occult interweaving of text and event must be unwavering and absolute. This is the magic place, the mad place at the spark gap between word and world." The language is vivid, graphic (sometimes too graphic for someone who reads while eating). Each chapter, each story, has a distinct voice, radically different from the others...
This book is a work of magic ... If you let it, it will work a change in your consciousness ... So come, climb this hill of tales in the night of myth, draw close to the flames, listen to the voice of the fire, and let it work its spell in you." -- Rebecca Scott, GreenManReview.com