Top Cow, one of Image's most robust studios (Witchblade, Fathom, Tomb Raider, etc.), has announced a major cutback in what was one of the industry's most aggressive exclusive variants program.  Many retailers resented these exclusives, which they felt sent collectors scurrying to other venues outside the direct market to get these special editions.  Top Cow now promises to 'virtually eliminate exclusive cover deals done with outside companies.'  But because of existing commitments it will be the first quarter of 2002 'before this reduction will truly have an impact.'

Don't expect Top Cow to stop creating variant editions, but in the future ' the majority of new variant cover programs' will be offered through Diamond at normal wholesale prices -- and the studio promises to do more to lure collectors to variant editions than just plastering foil stamps or holograms on the cover.  Top Cow has always been very aggressive in the promoting the collectibility of their comics by publishing limited edition variants.  The studio may now be targeting the direct market, but that doesn't mean they are going to stop the barrage.  Top Cow will also continue to pursue mass market expansion via Tower Records and video game retailers, but pledges to try 'to attract a new readership...not simply sell books to the existing fan base.'

The complete statement from Top Cow President, Matt Hawkins:

'We've been evaluating our variant cover programs and securing feedback from fans and retailers for quite some time now and we are going to virtually eliminate the exclusive cover deals done with outside companies.  Over 90% of the variants, foil editions, etc. that we put out in the last eighteen months were exclusives for Fandom, Dynamic Forces, Comic Cavalcade, Monster Mart, Eruptor or various other entities.  We will continue to work with each of these fine companies in more creative capacities to create new original product, including a new catalog program with Dynamic Forces. 

'Our mass market retail programs with Tower Records and other video game retail outlets will continue, however, but these deals are structured to attract a new readership to our medium and not simply sell books to the existing fan base.

'Top Cow has always produced product clearly intended to be collectible in nature and will continue to do so as in our Top Cow Select program, but we are going to endeavor to be more creative than simply slabbing a foil stamp on the cover and dubbing it a limited edition.  Also, the majority of new variant cover programs that we do will be offered to the retailer through the direct market with individual item codes.  An example of this would be our aggressive program designed for the launch of Inferno this November, which has seven individual covers all illustrated by high end artists.  These covers will not be printed in equal increments, they will be printed based on the sales received. 

'The other advantage to transacting directly with the retailer through Diamond is that the wholesale coast will be much lower and this cost savings will assumedly be passed on to the consumer, who does want to buy it.  In the past books we sold at wholesale to vendors for $1.06 were resold for $30+ and we will no longer tolerate price gouging of this kind.  Realistically, it will be quarter one of 2002 before this reduction will truly have an impact as we wind down current deals in place.'