Bonfire Agency partner Steve Rotterdam (see "Rotterdam, Catto Start Bonfire") announced the formation of Comics United, an ad network among independent comic publishers, at the company’s event at Comic-Con.  The network includes Top Cow, Aspen, Dynamite, BOOM!, and IDW, and includes ads in the print comics, in digital comics, and online (company Websites).  The network will also offer Integrated advertising opportunities, according to Rotterdam.  Bonfire is looking to add additional publishers to Comics United as time goes on.

We asked Rotterdam whether there was any impact beyond the specific business benefits to the companies involved.  “This raises the profile of comics and comic consumers beyond what brands and their agencies had normally associated with them,” he said.  “Our consumers are passionate advocates for things that they love and things that love what they love.”

Bonfire also announced a promotion with Bonomo Turkish Taffy, which will benefit the Hero Initiative.  “Bonomo is a retro brand that very much wanted to reach out and connect to comic readers,” Rotterdam said.  Bonfire created a program through Diamond Comic Distributors through which Bonomo will donate $.25 to Hero Initiative for every bar that comic retailers sell. 

“Bonomo had its heyday in the 50s, 60s, and early 70s,” Rotterdam said, “and they wanted to give something back to the creators of pop culture from the 50s, 60s, and 70s through the Hero Initiative.”   

We asked what type of advertising Comics United would seek, and Rotterdam identified several groups.  First is videogames, which he said account for 60% of advertising in comics; Bonfire is also seeking major brands, including “the Dr. Pepper’s of the world, the Oakley’s of the world, the quick service restaurants of the world that want to reach the core audience.”