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MARK ALESSI AND CROSSGEN:
FIGHTING THE GOOD FIGHT
by:
Troy Brownfield
Since
the debut of the CrossGen line of comics a little over a year
ago, I've had nothing but respect for their talent roster,
their production values, and their commitment to fans with
timely shipping and quality work. At the center of all this
stands Mark Alessi: publisher, CEO, and co-creator of the
CrossGen Universe. Along with six other journalists, I had
the opportunity to attend a lunch hosted by Mr. Alessi (along
with Ian Feller, CrossGen's Director of Corporate Communications)
on Friday, August 17th, during the Wizard World Con in Chicago.
I found Mr. Alessi to be witty, incredibly intelligent, and
perhaps the perfect man to lead the comic medium through its
rough present into a strong future.
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CrossGen's Mark Alessi, August 17th at Wizard World
© 2001 Troy Brownfield
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When Alessi
began putting the company together, he, Gina Villa and others
spent about 14 to 16 months contemplating their moves. Stating
what should be obvious to most publishers (but painfully,
often isn't), Alessi noted that, "We start with, where do
we want to go?" This slow-building approach enabled CrossGen
to develop a strategy to attack their first goal, which was
"to establish presence and market share."
Part of
what made CrossGen immediately significant in the marketplace
was the respect that they reserve for their creative personel.
The creators receive medical and dental benefits, good pay,
and a piece of the company itself via stock opportunities.
This has never been a comic industry practice, and it's one
reason that Alessi believes, "We're a problem child, and it's
because it's time that the industry needs to be changed."
Alessi believes that the system of creators benefitting from
company performance via stock and other incentives breeds
an environment where "they care about and root for each other."
"Why," he wonders, "would any creator [with companies lacking
these benefits] not root for CrossGen?"
Alessi
elaborated by stating flatly that, "There's no reason why
people can't have job security in this business." He indicated
that employee ownership is useless unless you ultimately pursue
an IPO. Employees are free to leave with a two week's notice,
as with most companies, but there is no early payoff. However,
Alessi wants to be one of the first publishers to "tie together
Comic Book Publisher and retirement".
This overall
atmosphere of respect for the creators sits at the core of
a company that is regularly producing comics of high quality
that attract a loyal fanbase. Word of mouth obviously plays
a part; Alessi recalled that "45% of CrossGen comics are sold
in re-orders."
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CrossGen's mammoth Wizard World display
© 2001 Troy Brownfield
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Tying
in with the concept of distribution and re-orders, Alessi
obviously doesn't like some of the politics of distribution
and the fact that comics seem to be showing up in non-comic
outlets with diminishing frequency. "No way does this industry
survive in direct market exclusivity," he reiterates. "We
have plans to go outside [the direct market], but we'll take
care of the people in the direct market too." He emphasizes
the need to grow the comics market by using traditional bookstores,
tech-driven methods, and increasing awareness in mid-teens
and other demographics. CrossGen plans to close deals in a
few months regarding bookstores and online delivery. In fact,
CrossGen has already trademarked the name "Kid Sigil", indicating
at least one possible step in their plan.
And
the fact that CrossGen actually has a long-term plan is something
of a novelty. Companies in the past often fall into chasing
trends or gimmicks without set storyline ramifications in
mind. CrossGen's continuity, according to Alessi, is the fact
that "we know where we want to go." He admits that some current
CrossGen books could have finite runs, as the industry "needs
to cycle; it shouldn't be the same story every month."
Alessi
plans to unveil a new plan for the future of comics in the
next six to twelve months. He plainly says, "The game is broken,
and no one wants to admit it." For indications as to what
these plans might include, Alessi suggests that we "look at
Europe, Japan, the internet; that's what CrossGen will be
doing." At least one facet of that makes very clear sense:
CrossGen's sales figures in Italy rival Marvel's.
It's also
clear that Alessi believes that the industry could get a much
needed kick in the pants for the journalists who cover comics.
He notes that journalists need to aggressively point out what's
wrong in terms of distribution, sales, poor stories, and other
issues in order for the fans to make strong choices. "If we
don't grow up as responsible journalists or publishers," he
says, "then it won't help. When we admit we're not a perfect
industry, we will improve."
The toughness
of Alessi's opinions runs counter to the "we're doing great"
party-line delievered by Marvel as of late. Marvel, still
dangling in major money trouble, has cut their shipping to
a type of "ship-to-order" status, essentially guaranteeing
themselves the highest spots in Diamond's Top 100 on a monthly
basis. Since Diamond (basically the only means of distribution)
only tracks initial orders and not re-orders, it makes it
seem that Marvel is the strongest, healthiest company. With
facts like CrossGen doing 45% of sales in re-orders and DC's
Green Arrow #1 earning four reprintings, it does become clear
that something is indeed broken in the reporting process.
Also in
regard to Marvel, Alessi finds a problem with their approach
of throwing big names at characters to temporarily drive up
sales. He likens the "too many superstars" problem to having
"Derek Jeter and Nomar Garciaparra" on the same team and asking
one to rest.
Alessi
prefers to building a roster of verteran creators and bringing
in young talent to learn under their experienced predecessors.
He says, you've "gotta grow them" like other industries train
the next generation of workers. The problem with young-gun
freelancers is that "everybody wants to be the star." CrossGen's
affiliate program places younger artists with the veteran
so that they learn basics, sharpen their storytelling, and
build their discipline so that they can take on full assignments
later.
CrossGen
will also be taking this approach when the hire their first
associate writer soon. Barbara Kesel and Mark Waid (how's
that for a faculty?) will work with the young scribes as they
come in. Of course, it also helps that all CrossGen employees
work out of Alessi's superb facility in Tampa, solidfying
the team atmosphere and giving young writers and artists immediate
access to knowledge and answers.
Ultimately,
Alessi intends to "get to 24 CrossGen books in the next 8
to 10 years." It's all part of CrossGen's Master Plan (to
which Feller agrees; there in fact IS a Master Plan). Bluntly,
Alessi remarks, "You haven't seen anything yet."
Frankly,
this reporter hopes that's true. Mark Alessi, Ian Feller,
Mark Waid, George Perez, Ron Marz, Greg Land, and several
other CrossGen staffers that I've had contact with repeatedly
come off as dedicated and invested in bringing solid products
to their fans. At a time when the future of the industry is
in doubt due to diminishing readership, the steps that CrossGen
take seem self-assured and solid.
Do you
want a trade paperback program that gives you stellar collections
and well-coceived extras? You've got 'em. Do you want a company
that cares for its employees? Right here. Do you want a company
that takes innovative steps, like its online mall, complete
with upcoming items like customizable posters? Hey, great
idea; it's at CrossGen.com.
Simply
put, CrossGen is thriving and growing because they take measured
steps backed by an honest-to-God plan led by a man that isn't
afraid to try new things. Too much industry press is consumed
with sniping between creators about character ownership or
pot-shots taken by one Editor-in-Chief about his distinguished
competition. The dialogue needs to shift to bringing more
readers to comics and keeping them. Mark Alessi and his people
have the ideas. And wouldn't you know it? They have the comics
too. See for yourselves.
Troy
Brownfield is the Editor-in-Chief of ShotgunReviews. He'd
like to thank Ian Feller again for making him a part of the
CrossGen luncheon. Check out CrossGen.com
for more of their books, and hit our Comics
Convention section here on the site for several reviews
of CrossGen products. Email Troy at psikotyk@aol.com
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