Archive for May 13th, 2016

The Marketing Problem

When it came time for Tekno Comics to introduce the Neil Gaiman line, including Teknophage, to the world, it presented an interesting problem.  As I mentioned in an earlier post, the comic book industry was undergoing a sort of business apocalypse.  Hundreds of thousands of reader/collectors had abandoned comics and many who remained felt betrayed by years of slimy marketing techniques aimed at making slipshod material “collectible”.

Tekno Comics business plan was based on properties with famous names attached, (such as Issac Asimov, Mickey Spillane and Leonard Nimoy).  But launching a “Neil Gaiman” line of comics that Neil wasn’t actually writing was suicide considering the  fan fatigue and resentment in the marketplace. And since none of the books tried to mimic Neil’s distinctive storytelling style, even his own dedicated fans were left confused.

It was just too easy for fans to ignore the line as more phony crap being done to fleece them. Which is a shame, because the opposite is true.  Behind the scenes Neil had been up to his elbows working with creators; helping them speak with their own voices, not his.  I think it would have been better for all involved if Tekno could have rethought their strategy by giving Neil a more formal creative role such as “story editor”  and pitched the line as “edited by Neil Gaiman”.

Instead Tekno relied on the same “collectibility” approach that had just gutted comic book publishing.




There Is No Better Letterer

Another inspired addition to our Teknophage team was letterer, Todd Klein. Without question, Todd is the very best letterer working in comics today (as he was when he signed on to make my writing fit perfectly with Brian’s storytelling).

I’ve had the great good fortune to work with Todd on a lot of projects.  Many of them, like Supreme and the ABC stuff, demanded he reach into his historical bag of tricks to uncannily duplicate period correct lettering styles from all the eras of comics.

Todd discusses designing the Teknophage logo here.  Anyone wishing to learn the art of lettering comics could not do better than to explore the tips, tricks and essentials as explained on his site.




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