No matter how powerful they are, comic book heroes can't get themselves into bookstores—and readers' hands—without a little help. Leon Avelino and Barry Matthews, co-founders of Secret Acres, know that one of the greatest challenges of publishing is getting books onto the shelves and into readers' shopping carts. The task is even more difficult for small publishers—in this case, small publishers of comic books and graphic novels—because they don't have the wide distribution network of major publishers. But Avelino and Matthews, whose authors consider them the superheroes of comic-book publishing, are undaunted. They know what they are trying to achieve and work doggedly to make it happen.

“Distribution is a difficult thing right now,” admits Matthews. “The publishing industry is changing and comic books themselves have a different distribution methodology and wholesale methodology than traditional books do.” Unlike conventional book shops, comic book shops do not operate on a return basis.

Conventional bookstores receive a small discount when they purchase books from a publisher, but then have the option to return any unsold books to the publisher.

Comic book shops take a deeper discount but make no returns. Matthews also notes that currently there is only one major distributor of comic books—Diamond Distributors—which has the leverage to dictate much of what happens in the business of comic book distribution.

In addition, Matthews observes that Secret Acres' graphic novels could easily be sold to the general book market, but many general book distributors prefer not to deal with smaller publishers because they simply don't produce enough books to be profitable.

All of that said, Matthews explains that they are learning alternative ways to distribute their books. “Amazon is great,” he says. “They make it very easy for smaller publishers. They treat your books as if they are Amazon books, giving them the sheen of being part of a larger retail channel.” Amazon does take a significant cut of sales, but Matthews says it's worth it to broaden the distribution of Secret Acres products. Of course, Secret Acres also sells its entire line directly through its website, along with some books from other independent authors and publishers. This sales method is the most profitable for Secret Acres. More importantly, it allows Matthews and Avelino to keep closer tabs on their readers.

Matthews explains that because orders are filled on an individual basis, he can slip promotional materials, notices of upcoming events or new books, and tie-ins right into the package of a customer whose preferences he knows. This one-on-one interaction helps in the management of customer relationships.

Matthews and Avelino also enjoy one other form of distribution— attending comic book conventions around the country, such as the Stumptown Comics Fest in Portland, Oregon. There, they have the opportunity to interact with readers, other publishers, comic book authors and artists, and even some smaller distributors who have begun to attend these events. They note that readers in particular love to meet the authors and artists. “It feeds the interest in what we're doing,” says Matthews. While at an event, Matthews and Avelino try to carve out some time to meet with other small publishers. “A lot of small publishers are in the same position” with regard to distribution, Matthews explains. “So we have been talking with them to see if we can band together to share resources.”

Matthew and Avelino are fully aware of the impact of digital technologies on the comic book industry. So far, the Internet age has not wreaked the same type of havoc on comics as it has on traditional print media.

Despite its small size, Secret Acres' authors consider the company a mighty one. Theo Ellsworth, author of such titles as Capacity and Sleeper Car, praises Secret Acres for its personal attention and efforts to market and distribute his books. “It feels good to have the distribution part in someone else's hands,” says Ellsworth.

He explains that having someone else take care of that aspect of publishing frees him up to concentrate on his art, producing more posters and books—which is, after all, the author's job.

Questions for Critical Thinking

1. Visit Secret Acres' website at www.secretacres.com to learn more about the company's product line. Write a marketing blurb describing the line to a potential distributor.

2. What steps can Secret Acres take to develop brand loyalty and ultimately brand equity for its products?

3. How might Secret Acres expand its Internet retailing presence?

4. Secret Acres is a tiny firm with limited distribution. How can the company use customer service to create a competitive advantage, increase distribution, and help it grow?