Future Comics, founded by creative power trio Bob Layton, David Michelinie, and Dick Giordano, is launching its first, #0, issue this month with a unique distribution plan that emphasizes direct relationships with retailers, especially via the Internet.  The plan was first announced last summer (see 'Future Comics to Bypass Distributors').  Now the company is soliciting orders for Freemind #0, by David Michelinie, Dick Gieordano, and Bob Layton, which will ship from the company headquarters in Brandon, Florida at the end August.  After this teaser issue (a 16-page $2.25 book), there will be a two-month gap before the company begins full production with the launch of regular monthly series ($3.50, 28 pages) of Freemind in October and Metallix ($3.50, by David Michelinie, Ron Lim, and Bob Layton) in December. 

 

We spoke to CFO/VP-Distribution and Marketing Allen Berrebbi about the launch plans.  He told us that Future Comics was going to use the two basic strengths of the Internet in forming direct relationships with retailers, First, he said, 'The Internet succeeds when it makes your life easier,' and Future will be doing direct solicitations to both retailers and consumers and allowing simple ordering via the Internet.  Second, Berrebbi said the Internet allows the formation of a community, and that Future was going to try to create a community of fan and retailer supporters.

 

As far as the decision to sell direct to retailers, Berrebbi didn't rule out distributor participation in the supply chain, saying they were '...open to anything,' but selling to customers further up the supply chain is definitely the company's priority.  He was frank in discussing the reasons.  'I believe that an independent publisher is behind the eight ball if they go through Diamond,' he said.  'Most of Previews is the Big Four, and the small publishers get very little attention.'

 

Berrebbi also stressed the type of relationship the company was seeking with retailers.  'I came from the outside world, in the world of business, and I've been amazed with how little respect the retailer gets in this industry,' he said.  'It always perplexed me because these are the guys buying your books!  To the publisher, this is the customer.  I've never understood that behavior.  It's completely different here.... We want to make a partnership with the retailer to make a change in the industry.'

 

An initial offer of 59% off, with free freight over 30 copies, plus a free variant cover for every thirty copies, is being made to entice retailers to try the #0 book.  The quality of the book, its reception among consumers, and the willingness of retailers to add a vendor for a relatively limited line will determine whether this unique business model will succeed.