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for a comic book, the experience can be enjoyed again and again, just by re-reading your issue.

And this is what you’ll be selling to folks. Repeatable fun.

But you’ve already come to the realization that comics are a worthy endeav or, and you wouldn’t mind spreading the joy of funny books to the world. But what do you want people to see when they actually look at your store? The comics that you love? Maybe the fixtures you display ‘em on? Well mannered and knowledgeable employees? Well, yes, yes, and yes... but not yet. The first thing most potential customers will see is your store name and logo. Your good name and logo are your first ambassadors out into the rest of the world, and much care and aforethought should be put towards the best use of your identity. First, ya gotta name your store. It should articulate the vision you have for your company. The name should evoke what sort of goods and services you provide, it can tender a message you might want to send, or it can even suggest the way in which your company does business. It can be as sim ple as Brian Hibbs’ “Comix Experience,” which lets the customer know that he sells comics and offers a unique “experience” when shopping. The name can be evocative of a more general, all-inclusive retail situation, such as Paul Howley’s “That’s Entertainment.” The store’s name might be a playful amalgam of words, such as Matt Lehman’s “Comicopia,” which suggests a veritable cornucopia of comics. You might even name your store, as Steve Ginsburg (of Claude’s Comics) did, after your dog. Whatever way you choose to represent your store to the world, you have to remember that your company identity is as important as paying the rent on time. Your identity is not just your name, or a cool logo, or the way you do business. It’s all of those, and a consistency of vision for your shop and an adherence to that vision.

It’s what we call around here “pick a pitch and swing.”

Welcome to comics.

All Access Pass February 8, 2001

I was on the phone the other day with Chris Schaff, the Brand Manager over at Diamond Comics Distributors who handles the solicitation and traf ficking of all things related to AiT/Planet Lar, which, as you’ll recall, is the publishing house I run. I’ve had the opportunity to have dealings with quite a few folks over there at Diamond, and I have to say, ol’ Chris is the guy

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