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

by  in Comic News Comment
Wood and Cloonan’s ‘Demo’ #2 to be free overshipped, 3 page preview

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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