Or at least that’s what a a wraparound ad on this week’s Publishers Weekly states. (The ad in itself is a bold, pricey buy.)
The books spotlighted for the campaign are FBP, Coffin Hill, Brother Lono, Trillum, The Wake, and Hinterkind. According to ad copy, there will be a $250,000 marketing campaign including ads in the LA Times (Hero Complex), IGN, NY Times.com, Huffington Post The Onion/AV Club, Facebook (Hello Brett Schenker), Goodreads and Romantic Times.
DC had previously spent big to advertise the New 52 on targeted cable TV outlets, and Vertigo books have been advertised during like-minded TV shows, like Doctor Who, and in upscale magazines, like The New Yorker.
The ads feature the vertigo “Defy” catchphrase, and represent a pretty big investment in the brand. We keep hearing that “Vertigo ain’t going anywhere.” With their strong backlist, no wonder. However, given recent flat graphic novel sales, it’s important to remember that Vertigo has always ruled the graphic novel charts for DC, with not only the perennials—Watchmen, V for Vendetta, Fables, Y the Last Man—but books that didn’t do that great in periodical format holding their own there. While Vertigo went into a holding pattern prior to its relaunch following the departure of Karen Berger, obviously, there’s a lot of confidence in this brand, and belief in the bookstore market.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.