Marketing

Commentary and advice on marketing, mostly for publishers (traditional and brands) and writers, but sometimes from a broader perspective.

An arm with a tattoo: "I was made for the library, not the classroom."

Ghost Rider’s Qualified Success and What it Means for DC

Ghost RiderWith the estimates for its third weekend in ($11.5m towards $94m to-date, domestic) it’s safe to consider Ghost Rider a qualified success as it’s quite likely that it will surpass director Mark Steven Johnson’s previous effort, Daredevil — which topped out at $102m after 22 weeks in release — by the end of next weekend, despite receiving even worse reviews; and its final domestic take should, at least, cover its pricey $120m production budget. In doing so, it will also likely match, or beat, the combined box office of Daredevil and its ill-conceived spinoff, Elektra, which bombed two years ago with a mere $24m domestic take.

Did anyone other than Avi Arad, Johnson and Nicolas Cage (for whom Ghost Rider represents his widest initial release and best opening weekend box office ever) really see this coming? Suddenly, the decision to postpone its release from August 2006 and invest in some top-notch special effects seems to have paid off immensely as it’s hard to believe it would have found this level of success in last summer’s crowded schedule, lost in the shadow of the likes of Pirates of the Carribean, X-Men: The Last Stand and Superman Returns.

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An arm with a tattoo: "I was made for the library, not the classroom."

Random Thoughts and an Update

So yeah, “minor” surgery is still surgery, and coupled with a drug industry and medical profession that takes “side effects” a bit too casually, I missed the entire NY Comic Con. The whole damn thing. The PopCultureShock party, too, which pisses me off the most, actually, as I was hoping to meet up with some people I hadn’t seen in a while as well as putting some faces to blogs I enjoy.

Ugh.

Anybody out there who did attend the party? I can live vicariously through your feedback!

I spent most of the past week laid up in bed, periodically hobbling around the apartment to take a break from marathon sessions on my rarely used Xbox: Destroy All Humans!, Just Cause and Fable: The Lost Chapters. Not a single comic book tie-in among them, although throughout Fable I was thinking what a great license it would be to adapt for comics. It features a pretty solid storyline that’s ripe for embellishment, especially since the main character is so malleable, by design, but driven towards his destiny by forces beyond his control, that much of the subtext takes place in the player’s head.

I wonder if the rights are available and how ridiculously expensive they might be?

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An arm with a tattoo: "I was made for the library, not the classroom."

Marketing Monday: No-Brainer Marketing Efforts

Thanks to Adam Kubert, today's Marketing Monday column will be delayed until later this evening.* So far, we've looked at the five basic steps to developing a simple marketing plan and how they specifically relate to marketing comics. Last week, I put forth five specific marketing efforts, no-brainers that every aspiring publisher should be ready (and able) to implement in order to separate themselves from the hobbyists with a Previews solicitation, a blog, and idiotic message board posts** whining about the state of the industry and how stupid superhero comics fans are. (Oh, look! Another one. Sigh...) This week, we'll…

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An arm with a tattoo: "I was made for the library, not the classroom."

Comic Book Commentary v2.0 and Other Stuff

Random, somewhat connected thoughts on the site, traffic and future plans... ITEM: Ever since I got back on the blogging horse late last year, traffic has been on a steady upswing, which is very nice. January was our best month since our peak early last summer, and February is tracking quite nicely. Many, many thanks to Dirk Deppey in particular, who drives a ton of traffic here every time he posts a link on Journalista!. Thanks also to Johanna Draper Carlson, whose Blogs Worth Reading link sends a regular stream of traffic this way, too. ITEM: Speaking of Deppey, If…

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An arm with a tattoo: "I was made for the library, not the classroom."

On Soliciting Reviews, Entitlement and Reaction Sheets

“You get what you get, and you don’t get upset.”
–Isaac D. Gonzalez, 6 years old

An interesting debate broke out over the weekend at Johanna Draper Carlson’s blog, Comics Worth Reading, in response to a post entitled, Stupid Publisher Tricks: Review Copies and Guilt Trips (and its follow-up, Another Argument Against Review Copies), that took an unnamed creator to task for attempting to make her feel guilty about not having reviewed his unsolicited work:

I know you’ve never been a fan of my work…but despite that…I took my marketing guy’s advice and added you to our review copy list. I just wanted to say that I was quite disappointed when I saw not even a week later that you had both [books] up for sale on Amazon.

I waited weeks to see if you would do the right thing and either write a review (good or bad) or at least contact me to let me know that you received them. All you had to do was say “thank you but no thank you” and I would have paid to ship them back.

Johanna is one of a handful of comics bloggers I genuinely respect, as do many professionals in the industry, so I was surprised by the creator’s wrongheaded approach to the situation.

An overblown sense of entitlement isn’t something that’s limited to continuity obsessed fans, and the worst thing a creator (or publisher) can do assume that their work deserves a review. Challenging a reviewer on anything other than a purely factual level is a no-win situation; the creator is usually the one with more at stake, especially if the challenge occurs in a public forum. While this particular communication was via a backchannel email, the tone of it suggests someone who is prone to getting into public pissing matches*, which is an excellent example of bad marketing.

Remember, “marketing is everything a company does to acquire customers and maintain a relationship with them”, and that includes interactions with the Press, especially online where Google remembers everything.

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An arm with a tattoo: "I was made for the library, not the classroom."

Mark Your Calendar: Kids’ Comic Con

A kid-centric comic convention, in the Bronx?!?! Alex Simmons is my hero!Kid's Comic Con Slated for the BronxKnown for his work as a writer of comics, prose and plays as well as an ongoing series of popular kids comics workshops held around New York City, Alex Simmons announced plans to hold the first Kid's Comic Con on the campus of the Bronx Community College, April 28. The first Kids' Comic Con will feature a variety of entertaining events and demonstrations on comics aimed at kids as well as workshops and exhibits focused on using comics as an educational tool for…

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An arm with a tattoo: "I was made for the library, not the classroom."

Mark Your Calendar: NYCC 2007 After-Party

Last year's PopCultureShock-hosted After Party was so much fun, we're doing it again...Bigger, Better and FREER!2007 NYCC / PCS AFTER-PARTYSaturday, February 24th10pm - Until...?SLATE PLUS54 West 21st Street (between 5th and 6th Avenues)** No Cover Charge; No Guest List** With DJs Dylan Garrett and Mr. Brown** 2 Floors of Music, Drinks and Billiards** Free, Exclusive Giveaway from Marvel for the first 200 guests to arrive!!![NOTE: Apologies again to those I emailed about this and forgot to BCC the list! Very, very bad marketing!]

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