As we enter the wild west of the post-Diamond era, new players are entering the arena, and one just made their existence PR official: Philbo Distribution (and a sister company Philbo Publishing.) The aim is to give indie creators and publishers a new distribution option, and the company is billed as “by creators for creators.”
Ii’s all run by CEO Phillip Russertt of Philbo Entertainment Promotions, previously known for the indie comic Tragedy. We alluded to Philbo Distribution the other day in a statement from FairSqaure Graphics, and they have already signed up Zenescope, Antarctic Press, Crusade Fine Arts, including Shi by Billy Tucci, Counter Point Comics (Prey for the Sinner by Marat Mychaels), Wonder Duck by Get Your Medz, Caspien Porter, Big Foot Knows Karate and C.R.I.T. by Homebrewed Comics, and Eye for an Eye by Edge Comics. They will also offer action figures from SPERO Toy Enterprises, including Animal Warriors of the Kingdom which has a tie-in comic book.
The aim is to “support independent comic book creators by providing them with the resources needed to thrive in an increasingly competitive industry.”
“This is an opportunity for independent comic book creators to showcase their talent on a broader scale, without the financial barriers that often come with self-distribution,” said Russertt in a statement, “Our mission is to create an economically viable option for creators, ensuring they retain the bulk of the financial rewards for their hard work. As a fellow creator, I understand the dedication that goes into every project, and I want to see independent comic book authors reach their full potential.”
Russertt’s previous experience includes Kickstarting the Tragedy series and collaborating with high-profile cover artists from Marvel and DC Comics. And with “an established network and extensive experience in publishing and distribution, Philbo aims to provide independent creators with the exposure and sales potential necessary to succeed.”
The Philbo Distribution site is already up with listings for comics from the above publishers and more. Orders launch July 1st with the start of a monthly catalog going out to retailers, with final order cut-off on September 1st 2025, and material set to arrive in stores October 15th 2025.
Unfortunately, the Philbo business model is not built for retail profitability (at least not as it was originally announced). Philbo is offering a 40% discount (plus the retailer must pay shipping) on orders of less than ten copies of a title. Most of what they carry will be sub-ten-copies. Philbo most likely doesn’t qualify for volume discounted shipping rates, so shipping will probably be 6%-10% of retail. As most stores have verified from running their own numbers, it takes 35%-43% of list price just to cover amortized wages, rents, taxes, and other costs of doing business. The store owner’s profit margin is found in the narrow range between that amortized overhead cost and the amount paid for the book. Look at those numbers and you’ll see that many stores would have no more chance of being profitable under these terms than they would if they put $1 bills on the sidewalk in front of their store. A 50% minimum discount is the only viable way to make this lucrative for most publishers. (And that doesn’t even consider the trouble of adding a new distributor specializing in the lowest-selling merchandise sold under poorer terms…)
What Cliff said. The actual standard for retail profitability is “50 off/free freight” — anything less is “break even…. or loss”
I also want to add that the notion of a “digital” catalog is pretty much a No Fly Zone. My largest “whales” for indy comics all REQUIRE paper catalogs, and refuse, entirely, to do things otherwise. :(
Gotta listen to retailers on this. I’m amazed the need for 50% didn’t come up in market research.