part 2 of a course/presentation on how comic books are produced, printed, distributed and marketed.

1. “FROM PLANET KRYPTON TO
PRINT”
How Comic Books Are Made
(part 2)

2. Last class (review)
1. Script
2. Pencils
3. Inks
4. Colors
5. Letters

3. this class
1. Production
2. Printing
3. Finding a publisher
4. Distribution
5. marketing
6. getting to issue #2!

4. PRODUCTION
SOME BASIC TIPS
BEST TO WORK WITH GRAPHIC
DESIGNER & PRE-PRESS STAFF
USE FLIGHT CHECK
INCLUDE ALL FONTS & IMAGE
FILES
ALL FILES SHOULD BE 300 DPI OR
HIGHER (450 IS BETTER)
YOU CAN USE PHOTOSHOP,
INDESIGN OR QUARK EXPRESS BUT
FINAL OUTPUT SHOULD BE PRINT
READY PDF.

5. PRODUCTION
TRADITIONAL FORMAT
32-96 PAGES
6.625 X 10.25 inches
SADDLE STITCHED
COLOR NOT MUCH MORE
EXPENSIVE THAN BLACK AND
WHITE
TYPICALLY USED FOR
PERIODICALS/MULTI-PART
STORIES

6. PRODUCTION
“prestige” FORMAT
48-96 PAGES
6.625 X 10.25 inches
Perfect bound
COLOR NOT MUCH MORE
EXPENSIVE THAN BLACK AND
WHITE
Can be USED FOR PERIODICALS/
MULTI-PART STORIES or one-
shots & graphic novels

7. PRODUCTION
“graphic novel”
FORMAT
96 pages+ (16 page
signatures)
Can be any trim size
Perfect bound
COLOR MUCH MORE EXPENSIVE
THAN BLACK AND WHITE
Typically used to tell self-
contained stories

8. PRODUCTION
Manga FORMAT
96 pages+ (16 page
signatures)
Can be any trim size but
usually “b” format paperback
Perfect bound
Almost always BLACK AND
WHITE
Typically used to tell
 serial stories

9. Comic book
printing SOME BASIC TIPS
Higher the print run the
cheaper the unit price
Costs breakdown in to “set
up” charges & paper costs
It’s always more expensive to
go back to press
Ask about how books will be
packed
Ask if printer can store books
You can print locally, overseas
or through a printing co-op

10. Graphic novel
printing More options
Basic principles same as comic
book printing
But print on demand is an
option
Services like lulu, create
space and blurb are useful
Black and white much cheaper
than color
Some of these services
combine printing and
distribution

11. FINDING A PUBLISHER
OPTION OWNERSHIP RISK TO DIFFICULTY EXAMPLE
CREATOR
Existing Company Very Low Very High Marvel, DC
Characters or Owned
Existing
Universe
Sell to Creator Owned Low High Dark Horse,
Established Avatar, Book
Publisher companies
Publishing Creator Owned Medium Medium Image
Co-op
Self Publishing Creator Owned High Easy Jeff Smith,
Dave Sim

12. Web publishing
advantages
Can be any page count
Color or black and white
Multi part or self contained
No printing expense
Minimal distribution expense (hosting
fees)
disadvantages
Can be harder to solicit talent
Almost always free

13. Distribution (comics)
How it works
Sells to comic book stores
The only major distributor
Has new product selection
committee
Monthly catalog – diamond previews
– lists thousands of items
Basic listing is about a paragraph
All other placement is paid
Solicitation occurs at least two
months in advance of delivery
Orders on a non-returnable basis

14. THE challenge of the direct market

15. Self -Distribution
(comics)
How it works
Sell at comic book
conventions
Sell (usually on consignment)
to local comic book stores
Sell on the web

16. Distribution
(graphic novels)
How it works
Publishers often own their own
distribution companies
There are also independent
distributors (e.g. hudson news) &
retailers (e.g. amazon)
seasonal catalogs – typically three
times a year
Basic listing is about a page
Solicitation occurs many months in
advance of delivery
Orders on a returnable basis

17. Distribution
(web comics)
How it works
Very cost effective option
Comics apps like comixology
or graphicly
Self-hosted website
Other App based options like
ibooks author tools or e-book
apps
Your print ready pdf can easily
be posted online as well

18. Marketing 101
The four “p”s
Product
Pricing
Promotion
place

19. pricing
Diamond will take anywhere
from a 40-60% discount
Retail store discounts average
35-50%
Booksellers generally receive
a 40% discount
 onlne partners will take a cut
too (apple takes 30%, amazon
takes more)
Web content is generally free
of charge
Pricing can be used as a
promotional tool

20. promotion
Comics news sites
Social media (create a
community)
Events like store signings and
launch parties
 reviewers
Conventions (panels, “artist’s
alley” tables
Working with charities (CBLDF,
hero initiative)
Merchandise
Even a successful kickstarter
campaign can create a buzz

21. place
Key to success is to get
content in as many places as
possible
3000 comic book stores
10,000 traditional
bookstores
56 million ipads will be sold
by the end of 2012
17 million kindles sold in 2011
Web access is near 100%
penetration in north america

22. Getting to issue #2
(or the next comics project)
Some common obstacles
Writers/artists/creative partners abandoning project
“real life” gets in the way
Underestimating work required to print, publish & promote
Distracted by opportunities (licensing, other media, offers to
collaborate, groupies)
For periodicals – “four in the can”
For graphic novels – “finish it first”
Professionals deliver on time

23. Last class (review)
1. Script
2. Pencils
3. Inks
4. Colors
5. Letters

24. this class
1. Production
2. Printing
3. Finding a publisher
4. Distribution
5. marketing
6. getting to issue #2!

25. Recommended reading
Svenplarsen on
Amazon.com
Planet Krypton
Recommended
Reading under
“wishlists”

26. Questions?

27. e-mail:
svenplarsen@gmai
l.com
twitter:
@svenplarsen
http://svenpatricklarsen.carbonma
.
com/

28. Marvel characters are
“ and © 2012, Marvel
Enterprises.
Sven Larsen is “ and ©
2012, Sven Larsen.