andrewfarago ([info]andrewfarago) wrote,
@ 2009-07-03 13:15:00
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Question for Comics Folks about Diamond
Shaenon is self-publishing the first volume of Skin Horse, and she's getting a submission packet together for Diamond Comics Distributors. This is a line from their submission guidelines:


"If you publish comics, Diamond generally receives a discount in the range of 60-70% off the US retail (cover) price."

If we offer a 70% discount, I'm sure that Diamond is more likely to consider listing Skin Horse in their catalog, but we'll only get $4.20 per copy sold (minus whatever shipping costs we incur getting the books to Diamond). If we offer a 60% discount, we'll make $5.60 per copy sold--still not great, since we're self-publishing this, but I always prefer making more money instead of less money when possible.

So, the question is: Is offering a 70% discount going to greatly improve our chances of getting listed in Diamond's catalog? Is only offering a 50% discount a guarantee that they won't even look at the book and will automatically reject it? Given Diamond's new standards, what can we do to improve our chances apart from putting Wolverine or Barack Obama on the cover? Are any self-publishers getting picked up by Diamond at all right now? Are there any other alternatives to Diamond if we want to get into comic shops (apart from the traditional method of hauling books from store-to-store and trying to convince the owners to carry it)?

Thanks for any advice.



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[info]spirespike
2009-07-03 09:35 pm UTC (link)
When judging your discount keep this in mind: retailers will have to make a judgment call on whether they can make their money back on your book. All comics are non-returnable so they're making a bet whenever they order a comic. So say, they are choosing between your $12.95 book and a $12.95 book from Marvel and DC. The odds are they'll make their money back with the Marvel/DC book. So to better the odds you may consider lowering the discount or lowering the price as much as you can bear to make it more attractive to retailers and even the odds. I can almost guarantee you a 50% discount is not acceptable.

Keep in mind also, Diamond adds on 2%-3% off whatever your listed discount is. So if you list a 60% discount to retailers, you really only get 38%. It's a sort of handling fee the formal name of which escapes me at the moment.

Really, I wouldn't concentrate on the discount till you can prove that at whatever discount off your item is it will cross the $2500 threshold. So at $5.60 per copy, you'd have to sell 446 copies. That might not sound like a lot but in this economy Diamond will take a practical (thus possibly cynical) view of your product's prospects.

I would suggest looking up publications with similar styles/content that have crossed that threshold and found themselves in Previews and use those examples in your submission packet.

It'd help to also get recommendations from respected professionals and publishers so that Diamond knows the product will receive good worth of mouth on blogs and such when it arrives in stores. Diamond needs to know that product will receive some promotional support.

Good luck!

~Bon Alimagno, Harris Comics

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[info]andrewfarago
2009-07-03 10:41 pm UTC (link)
Bon,

Thanks! This is a huge help!

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[info]dvandom
2009-07-03 10:57 pm UTC (link)
Can you guarantee about, oh, 3000 units sold, at least? Diamond is aggressively shedding smaller publishers in its attempt to profit via shrinking the market. If you're not affiliated with one of the larger publishers, it's really hard to break in at the moment. Sadly, there's no viable alternative to getting into stores, but if you actually want to sell copies, Diamond isn't your best bet.

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Diamond
[info]pstuff_48
2009-07-04 01:30 am UTC (link)
I used to distribute CAM's exhibition catalogs through Diamond at a 60% discount; it didn't seem to stop them from ordering more. You definitely want to make a little money (even if only to recoup publishing costs) on it no matter how anxious you are for them to pick it up; plus, 60% is already a good deal for them.

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[info]atomicbear
2009-07-04 02:29 am UTC (link)
Andrew, I would maybe ask Lex since his books have been in Diamond when he was self publishing.

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