Just about everyone remembers a favorite comic book from childhood—whether it was Spiderman, Tintin, or even Garfield. Leon Avelino and Barry Matthews readily acknowledge that they are kids in grown-up bodies with real day jobs (Avelino works for Sports Illustrated, and Matthews is an accountant for an e-commerce firm) who happen to love comic books and their latest incarnation, graphic novels. Their love for comics in all forms—along with the desire to start their own business—led them to found Secret Acres, a comic book and graphic novel publisher based in Brooklyn, New York. In addition to publishing several works from up-and-coming authors (they have 30 books on their list so far), the Secret Acres duo sells books from independent distributors.

Acknowledging that Secret Acres faces many economic challenges if it's going to continue to grow and succeed, Matthews observes, “Every decision we make, we know what the outcome is going to be because it's all small and it's very close to us.” Right now, Secret Acres can use its small size to build relationships with its customers. “We are able, because we're small, to produce a very specific kind of comic book, a specific kind of graphic novel, that appeals to a specific audience,” explains Matthews. “I love that. We have a lot of control over what we do and we're not doing anything specifically to turn a buck.” That said, the accountant in Matthews knows that in order to stay in business, Secret Acres must sell enough books to push unit costs down, keeping production expenses and prices as low as possible.

Matthews also refers to relationships with bookstores, which are personal because he and Avelino do all the communicating themselves. “When you have a small group of stores you are selling from, you have to collect from them on a one-to-one basis,” says Matthews. Sometimes the relationship becomes awkward when Matthews or Avelino has to remind a book store owner personally of an unpaid balance.

Another challenge facing the duo is the uncertain future of the print publishing market. A new delivery system for printed work has been created by e-commerce and the Internet—and online delivery of printed matter is alive and well.

Another phenomenon that has taken hold over the last decade or so is the graphic novel, the fiction genre that combines comic book techniques with the longer, more complex structure of a novel. Graphic novels are particularly popular among teens and college students, but they have received serious attention from the literary world. Some college courses are now taught around the graphic novel, and each year the American Library Association publishes a list of recommended graphic novels for teens. A company like Secret Acres could capitalize on a literary trend that continues to gain ground.

Matthews and Avelino haven't quit their day jobs yet. They know it will be awhile before they can call themselves full-time publishers. But they love the comic book business and are willing to wait for the good times they believe are ahead. “We have faith in the fact that if these books find the right audience, they'll do fine,” says Avelino. “I'm okay with being patient. We need to keep going long enough to build a back list that is self-supporting.” And Secret Acres already has a following among comic fans—their secret is out.

Questions for Critical Thinking

1. What steps might Matthews and Avelino take to create demand for their books? How must a small business like Secret Acres balance supply with demand?

2. What advantages and disadvantages might Secret Acres have over a large publishing company?

3. How would you categorize the competition that Secret Acres faces?

4. Do you think Secret Acres should pursue alternative content delivery systems? Why or why not?