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.