Comics Marketing Done Right: DMP
6 Comments | Posted: August 12th, 2008 | Filed under: Thinking about Comics Marketing | Tags: dmp, marketing, yaoiI never thought I’d say anything positive about this particular company – the loss of Bambi and her Pink Gun still stings – but I really like how DMP’s solicitations in Previews are formatted. Of course, there’s the large sales-y image of young, wispy men looking as if they’re suffering either great gastrointestinal distress or romantic troubles, but below is this nicely, done, succinct breakdown of the title:
While the description itself may be a bit lacking (and is probably taken from the back of the jacket, where it’d likely make a bit more sense), I really like how the Publishing Strategy section sells the books to readers and retailers alike, discussing the author’s accomplishments and previous releases (while including ISBNs.) It’s a positive sales tool that manages to push the brand and author without being over the top. Also of note is the specs column on the right, which is something I’ve seen other publishers (Oni, for instance) do and I really like that as a tool that gives retailers some idea of what shelfspace will be needed and so on, along with some general idea of its perceived “value” to customers. I know that the regular Diamond solicitations work in that same information, but the presentation here makes it easier to picture the book and how it works in the store’s scheme.
That’s very nicely done. It’s a good example of a company that is branching out their marketing to more than just the direct market–this cleanly-formatted description will work as well in Previews as it will in a catalogue produced for the trade bookstore chains and indies. I especially applaud the use of ISBN-13s, a standard number that Previews really needs to get on board with in addition to their internal ordering numbers. I was mildly impressed by a couple comics-pamphlets DC and Marvel produced this year and distributed at the BookExpo America (“Marvel’s Greatest Collections” and “DC Comics 30 Essential Graphic Novels”)…except for the fact that DC didn’t list any ISBNs at all and Marvel used the outdated 10-digit ISBNs.
The industry’s gotta grow up and run with the big boys.
Um, these are standard publishing industry things – Title Information (“TI”) sheets from any decent-sized publishers would contain all this info as a matter of course. Still, the ‘Publishing Strategy’ section is exceptionally well-turned and I might lift elements of it for work
(I’m quite horrified by the thought that there might be companies that *don’t* produce these!)
Go look in Previews and look at some of the solicitations. Hell, look at most of them.
Oh, I know, Kevin. Hell, I’ve written some! And, yes, it would be nice if PREVIEWS could adopt some of the elements of grown-up publishing… That said, quite a few of the bigger companies do specific book trade catalogues in addition to their PREVIEWS malarkey, and those come off as far more professional. (I’m sure you already know this!)
The Fantagraphics catalog for the book trade is really nicely done. I’d love to get my hands on the DC/Random House catalog sometime soon.
Ask ‘em for one? I don’t think they’re secret…!