DEMO #2 OVERSHIPPED BY HALF

[MattBrady]

Press Release

Brian Wood and Becky Cloonan’s DEMO #2 to be free overshipped by half

Publisher thanks retailers with absolutely free comics

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 retailer!"

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

[Brendan]

AiT/PLANET LAR should be congratulated for taking part of the risk associated in getting this fantastic comic into customers hands.
Demo is a great comic. Wood and Cloonan are doing great work on this book. I'd encourage anyone reading this to check it out.

[beetle]

Awesome. I just ordered #1-3 on www.khepri.com

[Eddy_O]

The guy at the comic shop I go to is a HUGE prick, and I just know he'll be charging full price on the free issues. Bastard.

[jasinmartin]

It's great that they can implement an offer like this. Any extra attention they can get for this high quality book is a win win.

Loved the first issue, and looking forward to all eleven more. Brian Wood can do no wrong, and the art is great!

[jasinmartin]

Originally posted by Eddy_O
The guy at the comic shop I go to is a HUGE prick, and I just know he'll be charging full price on the free issues. Bastard.

Well, that seems a bit harsh. As the release says it's up to the retailer how they handle the books. I think the spirit here is to get more copies on the shelves so retailers can sell beyond the typical lower orders on subsequent issues.

[Larry Young]

Originally posted by Eddy_O
The guy at the comic shop I go to is a HUGE prick, and I just know he'll be charging full price on the free issues. Bastard.

Naw, man, we WANT your retailer to get all the money. Hopefully, he'll realize that when they all sell, he'll take that cash and apply it to orders for DEMO #3-12, see?

Retailers are our pals.

L.

[beetle]

Hi, Larry I met you breifly at SDCC though you won't remember me lol. I just wanted to say keep up the good work. I love your company and would recommend every single book i've ever purchased that was published by AiT/PlanetLAR.

[James Sime]

Aw shucks, and it's not even my birthday.

Overshipping DEMO #2 is like sending every retailer a big fat sack of cash. As one of those retailers I couldn't appreciate it more.

Thanks AIT-PlanetLar!

James Sime
Isotope - the comic book lounge
San Francisco
(415) 753 - 3037
http://www.isotopecomics.com