Top Shelf has another goodie with Just Another Post-Apocalypse Story. It’s just 22 pages, and free, so you should definitely go and read it.

Esther and I went to San Diego Comic-con and came back with stories and a few interviews. This is just the first of two fourcasts from SDCC. Pardon the quality– the mics pick up everything, and I think we can be heard clearly, but there’s a fair amount of noise on the line. Yowza.

-We talk a little about the con in general
-6th Sense’s 4a.m. Instrumental
-I interview Jason McNamara, author of The Martian Confederacy. Jason’s a great guy, super funny, and always a pleasure to speak to.
-Leigh Walton, similarly to Jason, is another great guy in the comics industry. He does marketing for Top Shelf and is one of my favorite people to talk about comics with. He runs down Top Shelf’s line-up at the con and we nerd it out a bit over paper quality (so nice to find a kindred spirit).
-We come back to me and Esther, conversation already in progress. We talk about the Dwayne McDuffie and Darwyn Cooke panels at SDCC, discuss the future success and current failings of comics, and then ditch the podcast to go see the Women of Marvel panel.

Surprises to come! In the meantime, read the podcast boilerplate:
If you’re new to the Fourcast!, subscribe to the podcast-specific RSS feed or subscribe on iTunes. Our full-blown RSS, with space-age things like “text” and “images” is here. Befriend us on Facebook, too!

This came out a couple weeks ago, and I actually saw it when I saw Terminator Salvation, but here’s a link to the trailer for The Surrogates, an adaptation of the graphic novel by Robert Venditti and Brett Weldele, courtesy of Top Shelf Productions. If you don’t want to click (lazy!), you can press play on the video below. I can’t decide if this trailer or the trailer for the movie that had Mike Tyson singing (what was that called?) was the best part of Terminator: Salvation (ka-zing!).

Title kind of says it all, doesn’t it? Check out this preview of The Essex County Complete, including an introduction by Darwyn Cooke, at Top Shelf’s page.

I get bombarded with Marvel‘s press releases on a daily basis. They vary from on-sale announcements (once a week), interview pimping (a few times a week), and sell-out notices (five in the past seven days). Generally, it’s three or four emails a day. Constant information updates, hype, and pimpery.

Some of it is interesting, I’ll admit– it’s nice to see links to interviews on Marvel.com, since I don’t usually check the main site. However, most of it? The sell-out notices for books that are made on something close to a print-to-order basis? I don’t care. It’s stupid. It isn’t news, because it isn’t even a retailer sell out. It’s at the distribution level, and whoops here comes a second printing next week. It’s a total smoke screen.

I work with a lot of PR in my day job, and I’d like to think that I’ve picked up some things over the past few years. Successful PR campaigns tend to be focused, rather than spread out. There’s a target and you have to hit that target the first time. A constant flood of information only serves to dilute your message and turn your news into anything but.

I got something very interesting in the mail today. Top Shelf Comix is re-releasing Jeff Lemire’s (excellent) Essex County trilogy in softcover and hardcover editions in August. Leigh at Top Shelf sent over a pre-release pamphlet, for lack of a better word. The back cover says that it’s a chapbook that was designed by Carlos Hernandez Fisher. So, chapbook it is.

It’s a small booklet, about as tall as my hand, with a brown cover. The book is titled “A Reader’s Introduction to Essex County,” and the interiors are just that. There’s an introduction by Leigh Walton that introduces the trilogy, announces the Complete Essex County volumes, and explains the purpose of the booklet.

What follows are preview pages from each book in the trilogy, with praise from critics and creators alike scattered throughout. The previews give you a brief taste of each volume, just enough to give you an idea of the story and the art, but not enough to blow any reveals. It’s a teaser. After the previews are a couple pages of the extra bonus material from the collected edition. A brief bio of Lemire rounds out the book, with the inside back cover being dedicated to a picture by Lemire that says “Now Leaving Essex County.”

This, to me, is successful PR. It doesn’t get lost in an avalanche of info of varying relevancy and quality. It’s focused on doing one specific thing: reminding you that Jeff Lemire’s award-winning and critically-acclaimed trilogy of Essex County books are getting a deluxe re-issue in three months. It provides order options, details on the format (6.5″x9″, 512 pages, hardcover and softcover), reiterates those details on the back cover, and pulls it all into a neat mini-comic style design.

It’s attractive, memorable, and different. It’s the sort of thing that helps to build interest in a book, as well as delivering a good amount of info in a tiny package. Even better– I got to the page of one of the books just by clicking one link on the home page from a drop down box. No navigating to Universe/Series/Franchise. Easy.

Officially out, I mean. It may have come out last week, but “Diamond” and “reliable shipping” don’t exactly go hand-in-hand sometimes. I reviewed it here. I checked out the final version, and Ben Dimagmaliw’s colors look great. Very nice and moody, and I like how he makes Janni stand out in the dry, drab grays of London. There are a lot of nice touches like that, where the coloring enhances the art and genuinely adds to the experience, rather than just being window dressing.

Yesterday, Justin suggested I pick up Aya from Drawn & Quarterly. I’ve got some spare Amazon credit, so I’m going to order it today I think.

I want a couple of other titles, too, though. Esther and Gav have superheroes pretty well locked down now, so I get to indulge myself with a bit of non-Big Two (or non-Big Four) fare. Sell me on a book that’s published by houses like Top Shelf, D&Q, First Second, Fantagraphics, and so on. No qualifiers or reservations or pickiness on my part– just tell me why you like it. I’ll pick it up if I like your pitch and review it when I finish.

A few days ago, Leigh Walton, marketing coordinator of Top Shelf and writer of Picture Poetry, hit me on the instant messaging machine. “Have you been following ‘Tikboom’ on Top Shelf 2.0?” he asked. I hadn’t, and while we talked, I caught up on Tikboom.

It turns out that Tikboom basically rules, and you can see the proof here. It’s a light-hearted story starring three little creatures (Cake, Turtle, and something that almost definitely isn’t a banana). They’re pretty pissed at global warming, like all good creatures, and set out on a quest to stop it. What follows is a tale involving ice cream, a nuclear bomb, and an octopus. It has this very care-free feel to it that I enjoy, and the art is equal parts cute and expressive. I’m also extremely fond of the hand-lettered sound effects. That kind of thing shows both careful attention to craft and a willingness to use all of the comics page as art. I wish more people employed letters-as-art– John Workman is definitely one of the major reasons why I love Walt Simonson’s Thor and Orion as much as I do.

The comic is cute and funny in a way that isn’t cloying. In fact, the humor comes off pretty deadpan to me sometimes. Characters say funny things, but the humor isn’t punctuated with a guy pulling an oh-so-wacky-whooooooaoaooaaoaaaa-Jim Carrey face or anything. It’s just funny. It doesn’t need parlor tricks to make you laugh. The bit where the turtle is talking to the cop in chapter three and slipping, falling, and explaining that the giant missile is not a car, it is a missile, is solid gold to me. It’s just good, straightforward humor. Show your friends.

I’d be remiss and a jerk if I didn’t point out Top Shelf 2.0 as a whole, too. It’s updated Monday through Friday with something new for you to read. It’s also basically the best company-run digital comics portal out. Marvel, DC, and Top Cow all have digital comics portals, and all three leave something to be desired. I’ve tried to read Shadowline books where the scrollbars disappear, Marvel Digital Comics Unlimited is an unwieldy beast, and Zuda is slow.

Top Shelf gets it right. All you need to put comics on the web is a jpeg and a couple of arrows. TS2.0’s interface is simple. There’s a breadcrumbs header, which lists the site, the creator, and the title of the comic. You can click on them to go back a level. There’s a drop down box flanked on either side by two arrows. The arrows let you go forward and back, and the box has the pages listed. And beside that is another drop down, this time for related comics. Here you can find comics by the same creator or in the same series.

We’re all on high speed here, but that’s no reason not to keep it this simple. I’ve grown pretty fond of reading webcomics on my phone, and TS2.0 is basically the only comics company who’s doing it right. I realize that Marvel/DC need to serve ads or track views or whatever, but I honestly don’t even want to use MDCU. It’s clunky and ugly and awkward. If they had a TS2.0-style front-end, I’d be way more interested and way more likely to use it. As-is… eh, I’m okay without it. There are plenty of webcomics out there that actually want me to read them.

JPG. Couple of arrows. Keep it simple. TS2.0 gets it right.

Myriad Issues talks to Leigh Walton

If you treat your comics as newspapers from a fictional universe, there’s no reason to read them twice. Marvel and DC have essentially told their readers that any given issue is not important—it’s only important as long as it connects to this network of events, or because it contains a certain plot point, they’re creating stories that can be replaced by reading a spoiler on a blog. And when you create that type of story, you have to follow that logic to its natural end, and relish the ephemerality. Make the best piece of disposable entertainment you can! Make it look like the other kinds of disposable entertainment that we understand.

God only knows why Marvel hasn’t had Spider-Man get sucked into a techno-dimension and lead into a summer crossover where part of the story is exclusively on MySpace or Marvel.com, or an alternate reality game that reveals what Dr. Doom is up to, or a chance to get text messages from Captain America if you give us your phone number. Play up the NOWness of it. You missed it? Oh well, you’ll catch up; that’s how these things work.

Comics are junk. Embrace it.