ComiXology’s Chip Mosher of Marketing and PR moderated a panel with Jeremy Atkins of Dark Horse, Dirk Wood of IDW, Mel Caylo of Archaia, and addition Hunter Gorinson of Valiant Comics with the goal of sharing tips and pro experience with indie creators and future marketers on Friday, March 29th at WonderCon. The result was quite an entertaining panel featuring their professional blunders and secret discoveries about he ins and outs of comics promotion.
Mosher started out by asking for the embarrassing stories each had accrued in their work experience, “professional blunders” that contained teachable moments. Atkins admitted to the cringeworthy common mishap of hitting “reply all” on an email and copying a person specifically to be excluded from a conversation, with plenty of sympathetic groans from the audience. Mosher’s own tale of woe was equally relatable, reading an e-mail from Emerald City Con and then forgetting to reply afterward, thereby losing booth space for BOOM that year. Wood was more circumspect about his failures, noting that “25% of marketing is what I would call blunders” that can lead either to success or to a “thud”, and that he finds it impossible to tell which will happen in some circumstances. Persistence, he advised, is the key to forge ahead despite an unpredictable market.