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CROSSGEN UNVEILS NEW PRODUCT: THE COMPENDIA SERIES
FORGE And EDGE To Address Price Performance Concerns Of Industry
Press Release from CrossGen
More Info: www.CrossGen.com
Editor's
Note: As a general rule, ShotgunReviews.com doesn't often
run press releases in their entirety. However, as this is
an important step in the ongoing evolution of American comics
and a deeper integration of principles exercised in some of
the international books that we are wont to review, we'd like
to share this message from CrossGen. Please note that the
release will be followed by an editorial commentary from Shotgun
Editor-in-Chief Troy Brownfield.
TAMPA,
FL., January 30, 2002 - In response to the growing concerns
of the comic industry regarding inaccessibility due to the
high price of modern single-issue comic books and the need
to attract new mainstream readers, CrossGen is launching FORGE
and EDGE, the first of its Compendia Series, and the first
leg of a multi-legged plan to introduce better price performing
products and to grow comic book readership.
Based
on the proven models of European comics and manga compilations
from Japan, FORGE and EDGE are both monthly, 200 plus page,
full color, book series in standard trade paperback size that
feature the same production values as CrossGen's monthly comics,
including a quality paper stock similar to that of the monthly
comics, all inside a card stock cover. FORGE
and EDGE will sit on a bookshelf making them easy to rack,
easy to store, and durable alternatives for those looking
for a new way to read comics.
FORGE
and EDGE will carry an initial price of $9.95. After the first
few issues, page count will increase to near 300 pages and
this increase will necessitate a moderate price increase of
no more than two dollars per issue -- still an incredible
value. Since FORGE and EDGE are primarily designed to bring
new readers into comic books, the content of both FORGE and
EDGE is planned to lag at least 90-120 days behind CrossGen's
monthly comics and planned to not contain stories not already
seen in the monthly comics.
For the
first year, each issue of FORGE and EDGE will contain at least
eight stories covering five series, increasing to six series
by the end of 2002. FORGE and EDGE offer readers something
comparable to eight comic books, a $23.60 value, for one low
price.
FORGE
#1 will be on sale April 10 and EDGE #1 will be on sale April
24. FORGE and EDGE will then continue to ship the second and
fourth or fifth weeks of every month. FORGE #1 will contain:
Crux #1-#3, Meridian #15, Negation Prequel, Sojourn Prequel
and #1, and a preview of The Path. EDGE #1 will contain: The
First #8-#10, Mystic #15 and #16, Ruse #1, Scion #15, and
Sigil #15. Each "in-process" series begins with the first
issue following the second trade paperback collection and
FORGE and EDGE both contain a significantly expanded "Story
So Far" description for new readers, making it easy to jump
onboard.
"CrossGen
was founded around a very simple idea," said Mark Alessi,
CrossGen's Publisher. "We set out to make comics relevant
again to a mainstream audience. Part of doing that was telling
stories that map to mainstream genres and tastes. Genres like
science fiction, fantasy, mystery, etc. -- the kind of stories
that make up a large percentage of the fiction categories
of the major booksellers. However, this was only part of the
overall concept. We also needed to put those comics into a
package that makes price performance sense to this mainstream
audience. People buy books, so we've serialized our stories
in a book format. People expect value for their dollar, so
we've put together a package that can be sold at a very competitive
price. We call this new product Compendia, and the first two,
more specifically -- FORGE and EDGE."
FORGE
and EDGE are the first stage of a planned mass-market initiative
set to attract a great many new readers to the comic book
industry. Further announcements regarding these plans will
be forthcoming in 20-30 days.
"It's
not about how many comics can we sell, but how many new readers
can we bring into the comics industry," said CrossGen Vice
President Business Development, Tony Panaccio. "This mass-market
initiative is huge, greater than any thing that's ever been
tried in this business. When those new readers come to comic
stores looking for a product they understand and can afford,
FORGE and EDGE will be there waiting. And they'll be waiting
for them twice a month, every month, when they return again
and again."
FORGE
and EDGE will not only appeal to new readers, but to existing
readers looking for a new product choice. With the addition
of Compendia to its line, CrossGen now offers readers three
completely separate and easy ways to buy, read and enjoy their
stories. CrossGen offers single-issue comic books, trade paperbacks,
and now Compendia.
"We've
been using this analogy around the office when explaining
the types of choices we're offering readers," said Ian M.
Feller, Director of Corporate Communications for CrossGen.
"Consider your favorite soft drink, say cola. That cola is
offered in many different forms for purchase. There's the
12 ounce can, 16 ounce bottle, 20 ounce bottle, 32 ounce bottle,
1 liter bottle, 64 ounce bottle, or it is available from a
soda fountain, all at different prices. But in the end, it's
all the same product. We are taking that formula and applying
it to comics. And if you want something other than cola, you
can choose one of our different genres the way you would a
different soft drink flavor."
FORGE
and EDGE also appeal to those existing readers that are looking
for a cost-effective way to try additional CrossGen titles.
" We have a large percentage of readers that have been reading
more than just one of our titles because of the overarching
backstory," CrossGen's Director of Marketing and Sales, Chris
Oarr said. "With FORGE and EDGE, those readers can now pick
up additional titles at what breaks down to be very little
additional money. For example, if they currently buy three
of our books for about nine dollars, they can try five titles
for just a dollar or two more. And if they currently read
five titles and are spending about $15, they can now read
the entire line for about five dollars more."
FORGE
and EDGE are the types of products that will not only appeal
to readers looking for a new price performance choice, but
to anyone who may have considered trying a CrossGen book but
either didn't know how to begin or felt that it was too late
to start. FORGE and EDGE offer readers another choice in making
a decision of how to start reading CrossGen's comics.
"The train
has not left the station," said James Breitbeil, Director
of Marketing and Distribution for CrossGen. "Now with FORGE
and EDGE, potential new readers have an easy and affordable
way to jump aboard the CrossGen line. With CrossGen's Premier
Retailer program up and running and gaining dozens of new
members every week, potential readers know exactly where they
can go to get them. There's no reason for anyone to feel they
can't try CrossGen's stories."
For answers
to frequently asked questions about these products, go to:
www.crossgen.com/compendia
Company
Facts: CrossGeneration Comics is based just outside of
Tampa, Florida. Since their initial launch on May 24, 2000,
CrossGen Comics has set unprecedented sales records for a
new start-up comics publisher by debuting their first six
releases on the comic book industry distributor's Top 100
sales list. Since then they have grown into the comic industry's
fifth largest publisher. They were recently awarded the Diamond
Gem Awards for Comic Publisher of the Year (2000) Under 5%
Market Share and New Publisher of the Year (2000). CrossGen
Comics is unprecedented in that their entire line of comics
is currently published in four foreign languages and in at
least 11 foreign countries. They recently struck a long-term
development deal with Branded Entertainment, a film and television
production company helmed by long-time Batman film and animated
feature executive producer Michael Uslan. The company has
also opened the first publisher-owned online mall for its
licensed apparel, products, collectibles and comics at www.crossgen.com.
Their unique and innovative approach to comic book publishing
is sure to make them a company to watch out for well into
the new millennium. The CrossGen Comics, The First, Mystic,
Sigil, Scion, Meridian, Crux, Sojourn, Ruse, and Negation
are available now in comic book specialty stores everywhere,
with a different one on sale each Wednesday. Their next monthly
title, The Path, will be in stores on February 27, 2002, followed
by Way of the Rat, coming in May.
Editorial Commentary: It was a little over five months
ago when I sat down with CrossGen's Mark Alessi, Ian Feller
and several other comics journalists for a conversation about
the state of the industry (my articles on that discussion
are located here: http://www.shotgunreviews.com/features/wworld2k1.html
and http://www.shotgunreviews.com/features/alessi0801.html
) Alessi and Feller promised that they would continue to be
innovative in their approach, and they're definitely proving
that again.
If for
no other reason, the Compendia are a brilliant move in terms
of price. A typical CrossGen comic is $2.95 an issue. A Compendia
will collect "eight stories from at least five titles". Right
there you have an economic reason to the tune of saving roughly
fourteen bucks to sample several series at once.
There
has been some reaction concerning whether or not this move
will impact the CrossGen trade program. My initial guess is
a firm no. The CrossGen trades are superb collections, and
they focus on bringing out each title in its own cohesive
story. I would venture a guess that there's no way CrossGen
will change their current trade program; it's simply too good.
What we
have here is a sharp tactical move inspired by the international
market. Japan's anthologies always post strong numbers; it
would be nice to see CrossGen approach a wider market. While
we have yet to see the definite plan for positioning CrossGen
closer to mainstream, I think we all be assured that it won't
be conventional, and that it will certainly cause some people
to take notice.
For
more on CrossGen, check out www.crossgen.com.
In-depth analysis of this move will no doubt be given at Newsarama
at www.comicon.com.
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