Wood and Cloonan's 'Demo' #2 to be free overshipped, 3 page preview

Tue, November 25th, 2003 at 12:00am PST

Comic Books
Jonah Weiland, Founder/Former Owner

Official Press Release

SAN FRANCISCO, CA (November 24, 2003) In order to simultaneously thank

retailers, keep that DEMO avalanche rolling, and herald the next story

in the already-acclaimed maxi-series, publisher Larry Young announced

today that copies of DEMO #2 will be free overshipped to retailers. "And

when I say 'free' I mean free," Young said. "Fully fifty percent of a

retailer's initial orders on the second issue of Brian Wood and Becky

Cloonan's DEMO will be added to their orders for free. If a retailer

ordered 100 copies of #2, he's getting 150. If he ordered fifteen, he's

getting twenty-three, and I'm personally picking up the tab. Not only

can he or she use those extra copies to give away to folks who may have

been initially reluctant to try it, or to those who want to know what

all the noise is about; not only can he sell 'em and keep the money as

my thanks for supporting the book... but I'm paying the extra freight

our distributor, Diamond, charges, as well. It's all free to the


Young has had this innovative marketing strategy work before. "We're

known primarily for our quality graphic novel line, and sometimes people

forget that AiT/Planet Lar got its start publishing the regular-format

comic books. Four years ago, when we published ASTRONAUTS IN TROUBLE:

SPACE 1959 #1, and we did our first freight-paid overship, that did

gangbusters, and sold like crazy," Young said, "so it only made sense

for us to utilize that beneficial marketing strategy for Brian and

Becky's monthly 'superhero' book."

What does this mean for the fan and the reader? "It's a seamless thing,"

said writer Brian Wood. "Larry is well aware that retailers are making

their initial orders for the second issue of DEMO before they have an

opportunity to judge sales on the first one, and that creates a very

real financial burden on the retailer. Sort of an unnatural,

disproportionate financial burden, if you ask me. So, Larry and Becky

and I believe 100% in our work, and we believe in our retailers, too, so

we figure we'll meet them halfway. It's an old comic book industry

reality that orders drop a little on the second and third issues because

of the way the ordering process works. So we are going to combat that

initial drop by overshipping the second issue: if you bought a first

issue of DEMO at a shop, this is our guarantee that you can get the

second issue the same place you bought that first one."

AiT/Planet Lar production co-ordinator Ryan Yount emphasizes this part,

too. "But this bit of the trick is not to just have the first issue

available to everybody who wants it, but to have all issues available

all throughout the year. That's our commitment to the whole process:

Brian and Becky are doing, basically, twelve individual original graphic

novels. It's not a maxi-series, like SECRET WARS or something; DEMO is a

coherent whole with twelve distinct parts that rewards readers who are

paying attention."

"Let's face it, in the current market for comics nowadays, you need to

not only put out your comic on time, every time, but you also need a way

to stand out from the crowd," said Young. "I don't think variant covers

and gimmicks are the way to do it, frankly; I think if you put a quality

comic in somebody's hand, they'll have an entertaining experience. I'm

just putting my money where my mouth is."

DEMO #2: "Emmy," will hit stores December 10, 2003



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