Diamond Comic Distributors, Wolf's Head, and Me

As those of you who follow the Direct Market know, Diamond Comic Distributors has filed for Chapter 11 Bankruptcy protection. Long time watchers of the comic book industry will understand just how surprising of a development this is. For those that don’t, I’ll try and explain.

Once upon a time, Diamond was the distributor for comics in North America and the United Kingdom. That was after the distribution market consolidated around Diamond in the 1980s; prior to that, there was a great deal of regional distribution with comics. Distributors such as Sea Gate, Pacific Comics (both as a publisher and a distributor), Capital City, and — here in Canada — Styx, Andromeda, and Multi-Book among others. Even when Diamond had a quasi-monopoly (and they were actually investigated back in 2000!), other distributors still tried to come and go. My personal favourite was Cold Cut, who I ordered from pretty regularly back in my bookstore days. Another was FM International. Both Cold Cut and FM International were pretty quirky, distributing indy and small press titles that Diamond either didn’t distribute or tended to disappear in their cavernous catalogues. And both are long gone now.

Due to Diamond’s Chapter 11 situation, a number of writers have written extensively on what Diamond was and what the changes in Direct Market distribution since June 2020 have wrought with the company. I don’t want to retread that ground. Instead, I wanted to discuss my own experiences with Diamond, partially because I think it shows some of the problems that Diamond had with small accounts and partially because some of these issues go back prior to 2020.

As a publisher, I have an account with Diamond and have had one since 2010. My Purchasing Brand Manager at that time was Jay Spence. Jay was awesome and quite supportive; with his help I was able to get my two-book graphic novel series, STARGAZER, into Diamond’s catalogue Previews. (Book 1 in the November 2010 issue with item code NOV101057 and Book 2 in the August 2011 issue with item code AUG111259).

STARGAZER VOLUME 1 spotlight from Diamond Previews

While these two books were admittedly pretty rough, though not quite as rough as first graphic novel “the road to god knows…” was, Jay’s encouragement and Diamond’s support led to decent sales for my little black and white graphic novel series. And STARGAZER is still in print and continues to sell to this day, something I’m always a little surprised about.

It would have been ideal to follow-up STARGAZER with something else lickety-split, but I knew that I needed to become stronger. And life sometimes takes us in odd and surprising directions, and some of that happened to. At any rate, time passed and when I was finally ready to approach Diamond again, this time in 2018 with my ongoing series full colour series WOLF’S HEAD, I ran into problems.

The first is that Jay had left Diamond to join Dynamite. All well and good. What was less good was that I was having trouble reaching folks at Diamond. Any folks. Emails went unanswered. I actually wound up tracking Jay down at Dynamite and he managed to connect me with the right person. That person was Leigh Tyberg and this is where things get interesting.

I’ve saved my email correspondence with Leigh, because the emails are a great example about how Diamond and their Purchasing Brand Managers worked. Or, in this case, failed to work, something you’ll see in a moment. To be very clear, the Purchasing Brand Manager acts as a Gate Keeper; they’re the ones who — presumably with discussion with other folks in the Purchasing Department — decide whether or not to carry a title. As I noted above, Jay Spence was incredibly supportive of both myself and STARGAZER, something I’m grateful for to this day. Leigh? Well, you’ll see.

When it came to presenting WOLF’S HEAD to Diamond for distribution, I had high hopes. I had grown a lot as both an artist and a writer and I thought the plan I presented to Diamond was fairly strong; WOLF’S HEAD would be published in 60 page graphic novel volumes, each volume having an ISBN and a spine. The inspiration for this approach, by the by, was actually a title from Dark Horse Comics, a retelling of CREATURE FROM THE BLACK LAGOON by Art Adams. At 52 pages, it was “meatier” then a normal saddle-stitched comic but still affordable. And I liked the format of that book quite a bit.

My decision was also influenced by how Diamond worked. Very quickly, comics and graphic novels distributed by Diamond have to meet a minimum sales threshold. This threshold, called the Purchase Order Benchmark, was originally set at $1,500.00 US but was raised to $2,500.00 US in 2009. Note that was not at retail price but at wholesale. As George Gene Gustines at the New York Times pointed out at the time, “a $2.95 comic book would have to receive a minimum order of 2,100 copies” (2,100 × $2.95 = $6,195.00; since Diamond takes a 60% cut of the retail price, 40% of $6,195.00 is $2,478.00, very close to the Purchase Order Benchmark). This sent shock waves through the industry (hell, so much so that the New York Times commented on it!). Part of the reason this was so monumental was that it marked a significant change from how the benchmark used to work. As Diamond noted back in 2007, “Diamond’s benchmark for comic books solicited through Previews is $2,500 retail.” The new benchmark was actually $6,250 (!) retail, because $6,250 × 40% = (you guessed it) $2,500! That’s a 150% increase, the main reason that small press publishers of saddle-stitched comics at the time were freaking out.

WOLF’S HEAD, as a trade paperback with a higher price point, would have to sell less copies per volume then a normal saddle-stitched comic to reach Diamond’s Purchase Order Benchmark. And having an ISBN for each volume would allow me to access online retailers like Amazon as well as “brick and mortar” bookstores. More venues matter. As it turns out, the online retailers have been a huge part of why I’ve managed to continue publishing WOLF’S HEAD to this day.

It’s important to remember that Direct Market retailers (aka “comic book shops”) have to buy their titles non-returnably. So they are always rolling the dice on small press titles, especially small press titles from unknown — or even lesser known — creators. That makes them understandably gun-shy, especially when they own their mistakes — literally. Unlike bookstores, they can’t return their titles for credit (and while there have been some changes in this regard more recently, this was the case I faced with both STARGAZER and WOLF’S HEAD). So comic shops are, broadly speaking, pretty reticent to buy small press titles, though obviously there are many individual exceptions to this. While it may seem that a lower price point helps here, it actually doesn’t. If a supportive retailer is going to purchase a title, they are probably only going to purchase it in low quantities regardless of what the price point is. They might waffle; maybe they’d buy four or five copies of a $2.99 US title and only two copies of a $9.99 US title, but it’s likely to be around that (obviously this is anecdotal, but I’m partially basing it on my own purchasing habits when I was buyer at the bookstore I managed).

At any rate, this is the situation I faced when I initially reached out to Leigh and Diamond. You can see my initial email to Jay below. Since his reply was from his Dynamite email address, prudence dictates that I probably shouldn’t replicate it here (that or redact it heavily!). The key point is that he did manage to connect me to the correct person, as you will see in a moment. Oh, and as always I should add that Von Allan is my pen name; Eric is my real name. So when you see those references, you’ll know who is being spoken of.

My initial email to Jay Spence at Diamond Comic Distributors regarding my ongoing graphic novel series Wolf's Head

What follows is my correspondence with Leigh Tyberg, my Purchasing Brand Manager. I’ll let that speak for itself. The only thing I’ll add is please note the dates of the various emails.

My initial email to Leigh Tyberg at Diamond Comic Distributors regarding my ongoing graphic novel series Wolf's Head

Leigh Tyberg at Diamond Comic Distributors initial response to me my ongoing graphic novel series Wolf's Head

Leigh Tyberg at Diamond Comic Distributors second response to me my ongoing graphic novel series Wolf's Head

Leigh Tyberg at Diamond Comic Distributors third response to me my ongoing graphic novel series Wolf's Head

My first attempt to receive a reply from Leigh Tyberg at Diamond Comic Distributors about my ongoing graphic novel series Wolf's Head

My final attempt to receive a reply from Leigh Tyberg at Diamond Comic Distributors about my ongoing graphic novel series Wolf's Head

And that’s where it ended. Leigh (and Diamond) ghosted me. The key thing that’s amazing about this is that Leigh and Diamond never formally rejected WOLF’S HEAD. Obviously they never accepted it, either. Ghosting can be destructive behaviour when one experiences it personally. But when a business does it? When a business that has a stranglehold on the Direct Market — which Diamond had at the time — does it? Well, at least with a rejection you know where you stand. I’ve been rejected boatloads of times. It ain’t fun, but you pick yourself up, dust yourself off, and keep going. But the waiting, wondering if you’ll hear back? Wondering if the ghosting is just something else? That’s awful.

To this day I don’t know what happened. I debated pestering Leigh and Diamond again, but eventually COVID started and the distribution side of the industry exploded. And like many folks with COVID, I experienced a personal loss that put the brakes on a lot of things.

That said, I also don’t hold any animosity towards Leigh or even Diamond, though I’d be lying if I said that the experience wasn’t frustrating. Ghosting isn’t fun, but life goes on. I’m disappointed that Diamond — apparently — had no interest in distributing WOLF’S HEAD, but I’m also pleased that I’m in no way affected by their recent Chapter 11 Bankruptcy filing. Despite it all, Leigh is still listed at Diamond as a Purchasing Brand Manager.

The funny thing about the whole experience was that, in the intervening years, I kept working on WOLF’S HEAD and I kept growing. That led to receiving two separate $4,000.00 grants from the City of Ottawa for my work on the series, being shortlisted for a Peter Honeywell award for my work on it, and finding an audience despite the lack of access by Diamond. Despite it all, WOLF’S HEAD still continues and I’m having a helluva good time doing it.

Who knows, perhaps Diamond will rise like a phoenix and be reborn into something new. Or perhaps after consolidating so much of the distribution side of the Direct Market, they won’t rebound at all. If so, perhaps their fall will be a cautionary tale of what can happen when a company with so much going for it forgets that, at the end of the day, it’s human beings that make a difference. And it’s human beings, both inside Diamond and out, that matter.

The State of WOLF'S HEAD

2025 UPDATE: Please visit the following link for more details and thoughts about Diamond Comic Distributors. Some of what’s discussed below "elided" certain issues, but this the new post discusses the situation more openly now (and that means I’ll probably revisit the post below with updated information, too): https://www.vonallan.com/2025/01/Diamond-Comic-Distributors-Wolfs-Head-and-Me.html

Whew, boy, what a tough couple of months. While there has been some joy (receiving the City of Ottawa grant and being shortlisted for the Peter Honeywell award being the best), for the most part it has been one helluva frustrating slog. I’m going to do my best to outline what the current situation is, mainly to help solidify my own thoughts on what’s gone wrong. Or, to put it another way, what hasn’t?

To put it bluntly, sales are not good. Worse, every attempt I’ve made to mitigate that has failed. In different circumstances, that would be enough to shut the series down. In fact, I have done exactly that in the past (specifically with my previous graphic novel series STARGAZER, ended after two volumes, and with the digital-only series METAL GODS, ended after four issues).

What makes WOLF’S HEAD different from those two? The biggest difference is that WOLF’S HEAD has never reached the Direct Market and, as a result, has been cut off from its largest potential audience: comic book fans. Mixed in with that are the aforementioned awards and grants; these have been especially important in teaching me that WOLF’S HEAD does have merit in certain (local) art circles, but there’s a “circuit break” between that and the larger comics community world-wide.

In fact, one of the biggest examples I could point to in terms of specific my role with in the comics community is the utter lack of media coverage and interest in my work. Not just with WOLF’S HEAD and not just recently; a significant disappointment to me was when the documentary film I’m in (titled I AM STILL YOUR CHILD) received no traction whatsoever with comics media. If the film had been covered, then more people might have been introduced to both me and my work. I had partially launched WOLF’S HEAD with exactly this in mind: maybe my role in the film would help galvanize interest and awareness in the series. Since that didn’t happen, WOLF’S HEAD did not receive the momentum from the film that I hoped it would.

Diamond and the Direct Market

Teaser image of Lauren Greene, the main character from Wolf's Head, on Kindle

Teaser image of various scenes from Wolf's Head on Kindle

This has been difficult for me to place, mainly because getting a direct answer from Diamond Comic Distributors has been so difficult. For those who don’t know, Diamond is the largest distributor of comic books in North America and Great Britain and they also distribute comics and related merchandise throughout the world. Prior to 2020, they were a de facto monopoly in the world of comics; however, with DC Comics breaking from Diamond in early June 2020, the monopoly label is harder to apply. Diamond was also a de facto monopsony; though that, given DC’s departure, is harder to apply, too.

For a small press like Von Allan Studio (that’s me, folks), Diamond plays a critical role in facilitating sales of comics and graphic novels to comic book stores. Fortunately, I have an account in good standing with Diamond; in fact, STARGAZER was distributed into the Direct Market (under Item Numbers NOV101057 and AUG111259) through Diamond a decade ago. Unfortunately, my amazing sales rep departed the company and his replacement has been fairly problematic. This is key: while Diamond never outright rejected WOLF’S HEAD, they’ve never accepted the series, either. In other words, WOLF’S HEAD exists in a sort of limbo for the past few years.

That has been dismaying for a few reasons:

WOLF’S HEAD is a far stronger work than STARGAZER and it remains baffling to me why the latter was accepted for distribution while the former hasn’t been.
“Limbo” also means that WOLF’S HEAD could be accepted for distribution with Diamond tomorrow… or never.
The specific format of the print versions of WOLF’S HEAD was a result of attempting to meet Diamond’s specifications.

While I don’t want to stray too far into the weeds here, the basic process works like this: once Diamond has agreed to take on a title for distribution, each issue/volume has to maintain a minimum sales threshold or risk cancellation. That threshold is based on total dollars; so selling 1,000 copies of issue 1 of a $2.99 US series results in a total dollar amount of $2,990.00, but selling 600 copies of issue 1 of a $9.99 US series results in $5,994.00! But that requires a print format that justifies the higher cover price. To do just that, I went with a trade paperback trim size and approximately 60 pages of content per issue for WOLF’S HEAD. I felt that this would give the series the best chance of meeting Diamond’s benchmarks while still giving readers a terrific experience.

Now, if Diamond had formally declined distributing WOLF’S HEAD, then I would have went in a very different direction with the print version of the series. Since I was in “limbo,” however, I decided to go ahead with it, hoping that, as the series progressed, Diamond would get on board and distribute the series. Sadly, that has never happened, leaving me with a print format that I’m not particularly happy with.

I did manage to get a few Canadian stores to pick up the series. But a combination of the pandemic (see below) and bad luck have basically ended that experiment. The store that did the best with the series was Librairie Astro in Montreal. Sadly, they closed in the summer of 2018 and I lost one of my biggest advocates. Strange Adventures in Halifax was carrying the series, but has apparently stopped. I say ‘apparently’ because I’m not exactly sure what happened; I suspect the audience simply never developed for the series.

What format would I be happy with? Well, either a saddle-stitched periodical series (i.e.: ye olde 32 page comic) or, better, a beautifully produced hardcover series that collected each story arc.

As it stands, I suspect the next release of WOLF’S HEAD (issue 7) will be the last with this 60 page format.

Comics Media

Teaser image of Sanko the dog and his best friend. Both star in Wolf's Head on Kindle

Teaser image featuring the first six cover of Wolf's Head on Kindle

Without Diamond distributing the series, gaining media attention for WOLF’S HEAD from “comics media” (for lack of a better phrase) has been problematic. Some of this is understandable; a lot of comics media supports the Direct Market and are very plugged into Diamond’s distribution cycle. WOLF’S HEAD lack of distribution with Diamond falls outside of this purview and, as a result, few media outlets have been interested in discussing the series.

What’s been frustrating to me is that WOLF’S HEAD is broadly distributed. Finding the series is not difficult for either readers or retailers, primarily because WOLF’S HEAD has world-wide distribution through Ingram. This also means that the series is easy to find at online at retailers like Amazon, Barnes & Noble, Chapters/Indigo, Waterstones, and so on. However, from the point of view of “comics media,” this isn’t enough. Worse, this lack of distribution from Diamond has also disqualified WOLF’S HEAD from the Joe Shuster Canadian Comic Book Creator Awards (while I’m not positive on this score, I believe that the “Shusters” require distribution through Diamond for eligibility).

More importantly, the lack of media attention has meant that the series is pretty much unknown with the audience I need the most: comic book fans. Especially comic book fans who like independent or alternative comics (or “comix”). It is very hard to grow a series if your key demographic doesn’t know you exist.

Comics Media are also tricky to talk about because there’s a split in what and who receives coverage. More mainstream sites like Comic Book Resources or Bleeding Cool tend to focus on corporate intellectual property. This means titles from Marvel, DC, as well as licensed properties. Sites like The Comics Journal focus on more literary titles. Unfortunately, either due to the lack of distribution from Diamond or other reasons, I’m persona non grata with both. And that’s certainly not for lack of trying on my end.

The knock-on effects of all this is problematic. As a simple example, there is now a great deal of scholarship being conducted on comics with some truly fascinating insights from some remarkable scholars. Unfortunately, comics scholars aren’t, as far as I can tell, aware of my work. Or even aware of me, for that matter. A second example are librarians. Librarians have become key advocates of comics, but I’ve never managed to gain library support for WOLF’S HEAD outside of my own local Public Library. WorldCat certainly illustrates this plainly.

This is disappointing because my work has been in libraries in the past, but without awareness of the series it would be difficult for a librarian to justify the purchase of the series, especially given the times of austerity we’ve been experiencing for the past twelve years.

COVID-19

The pandemic has effected everyone. In the face of the death toll (it boggles my mind that 200,000 people have died in the United States alone and we’re not that far from 1,000,000 dead throughout the world), it’s a bit hard to think of anything else, but there have been knock-on effects for everyone, even those who haven’t directly been hit by the virus itself.

Obviously declining retail sales are a significant example. The effects are more horrifying when you think about food scarcity, layoffs, evictions, and the like. Yes, it could certainly be worse; in fact, I’d argue that one of reasons that COVID-19 has not been as horrific as, say, the 1918-19 Influenza pandemic is that there are still enough social programs by various levels of government to help prevent the situation from spiraling out control. Plus science has a far greater understanding of how pandemics spread than it did back in 1918-19. Still, the official governmental responses has been problematic (really? 200,000 dead in the US?) and we are clearly not out of the woods yet.

Since art tends to be a discretionary purchase, in the face of the global pandemic my print sales have declined. Not that sales were robust before 2020, but the pandemic has destroyed them. While book sales in general slumped when the initial lockdowns occurred, there seems to be some evidence that book sales are now stronger, at least in some markets. Unfortunately, this has not led to any sales growth for WOLF’S HEAD or any of my other backlist, though this is not surprising given what I’ve outlined above.

Digital Comics

Teaser image of Wolf's Head issue 6 on Kindle

Teaser image of Wolf's Head issue 17 on Kindle

What about digital sales? WOLF’S HEAD is available on both ComiXology and Kindle and released in periodical format (i.e.: approximately 30 pages) for $1.99 US each. This format has not led to strong sales. In fact, sales have been very weak. Kindle is almost a non-starter; while it doesn’t take too much work to format titles for Kindle (using the Kindle Comic Creator software), I’ve only had a handful of sales in this format. My ComiXology sales have been marginally better, but ComiXology (and Kindle, for that matter) really require reader awareness and interest when seeking out titles. What do I mean?

Well, there’s a conundrum with digital discovery that I don’t think has been solved yet. In a ‘brick and mortar’ environment, people can stumble across titles that they might not have known about simply because they are on a shelf, let alone activism from a passionate sales staff. While COVID-19 has obviously effected the ability of people to enter into retail stores of all types, this is still a key element of what makes ‘brick and mortar’ stores so compelling. Wander in, stumble across something interesting, buy it, and try it. With digital comics, it would appear that you really need to know what you’re looking for. I realize that digital does allow some degree of browsing, but (at least from my point of view and experience), this doesn’t seem to work all that well in practice.

As a result, my digital sales have been very poor. What I find interesting about this is that my 2020 experiences with Kindle and ComiXology mirror my 2014 experiences with ComiXology and my series METAL GODS. Things really haven’t changed all that much at all.

Where Things Are At

As disappointing as this has been, the good news is that the comics art grant from the City of Ottawa has helped mitigate some of the damage detailed above. In fact, if it was not for the art grant and the Peter Honeywell award shortlist, I suspect I would cancel WOLF’S HEAD immediately. As it stands, WOLF’S HEAD will continue, at least through the current story arc, and then I’ll revisit in 2021.

Self-publishing is hard. Frankly, I’ve never wanted to do it, not because I’m against self-publishing per se, but because of the immense amount of work involved in doing it. Hell, I already wear all the hats (writing, art, production, etc…). Adding “publisher” to that list is a bridge too far. I badly need a publisher. I badly need an agent, too.

With WOLF’S HEAD, it’s hard to know how things will go. My efforts to find a publisher for the series will continue, though that is one helluva slog right now (my jealousy of authors with formal publishing contracts knows no bounds!). For the short term, this means that WOLF’S HEAD will probably be turned into a webcomic.

Webcomics actually terrify me. While once-upon-a-time I did do a webcomic through Girlamatic (THE ROAD TO GOD KNOWS...), that was both a long time ago and with a group of allies. Doing it alone is scary. And WOLF’S HEAD was never designed to be a webcomic; I’m leery of how transitioning the series to that format will work in practice. At the same time, I know that a WOLF’S HEAD webcomic might be the best (only?) chance that the series has to find a real audience.

To paraphrase one of my favourite movies, “art is a cruel mistress, but she is her own reward.” Easier said then done. I don’t like writing and drawing in a vacuum. While I’ve never minded the solitary nature of the craft, my stories are meant to be read. I’ve never wanted to make ‘outsider art’ that few if anyone reads. My goal was never to ‘hermetically seal’ my work from the world at large, either.

It’s not a fun feeling to be where I’m at, struggling to find an audience and struggling to make a living at it. Solutions are difficult to find. And the loss I’ve been feeling is difficult to place. Given the state of the world (not just with COVID-19 but with the wildfires in California and Oregon, the explosion in Beirut, and so on), there’s a lot to be thankful for. There really is. Art and writing bring me a great deal of joy, not to mention the fact that I’ve grown a great deal as an artist.

I’m extremely proud of WOLF’S HEAD, despite the terrible sales and lack of awareness that it even exists. I think it’s some of the best work I’ve ever done. And it’s been a joyful experience, too.

It would just be truly awesome to be able to share that joy with readers.