Ilan Strasser of Fat Moose Comics and Games in Whippany, New Jersey saw our article on Tokyopop's upcoming TV advertising (see 'Tokyopop Plans TV Ads for Manga') and wonders why it's the first publisher to do so:

Tokyopop is a relative newcomer to mass market distribution in the United States, though it has long been a staple of many comic book stores serving the direct market.  How is it that Tokyopop has already made the wise and potentially far-reaching decision to use low cost cable advertising to promote its products while all Marvel and DC have said for years was that advertising is a fools' game?

Marvel now publishes manga sized digests and incorporates manga style art to try to induce younger readers to try their comics.  DC hits some big home runs from time to time, but is always viewed as second best, at least according to sales figures charted by Diamond every month.  One day, Marvel and DC, the big two of comics for over 50 years, will realize that a national advertising campaign is not only cost effective, but can (and will) slowly grow the market for their products.  It's funny how Tokyopop figured it out in less than five.