I used to think it didn't matter if people bought a series in monthly issues or in trade, just so long as they were buying it. But now I feel like it's imperative that we get more fans buying the monthly issues right from the get-go, just to get them talking about it, blogging about it, posting about it on message boards, bugging their retailers to order more than one shelf copy, everything. It's just so easy for a new Vertigo series to get written off before it's even really out of the gate. You get these so called "analysts" looking at the sales numbers for the first issue and already saying, well here's another failed Vertigo launch, already dead in the water. You get people already assuming the book won't make it past issue 12. And suddenly it becomes a self-fulfilling prophecy.
As writer Jason Aaron explains, it's all been my fault, all the time.
If a Vertigo book debuts with outrageously poor numbers, you see, then it's not the shifting market that's to blame, or the quality of the art or the writing, or the marketability of the work or its given genre, or the publisher's marketing efforts, or the attractiveness of the trade dress, or the prominence of the creators, or the strength of the publishing brand, or the value-for-money perception, or the retail community's willingness to order the product or the readers' decision whether or not to buy the bloody comic.
Nope, none of those silly things matter. The single most relevant factor which has caused average Vertigo periodical sales to decline by an estimated thirty-two point fucking four percent over the last five years is, without a shadow of doubt, something else entirely: It is I, so-called analyst.
With my crooked column, you see, I have wrought nefarious numbers and wretched writings into a self-fulfilling prophecy of doom. Indeed, by my contemptible calculations, I thus reckon that I will have single-handedly wiped Vertigo comic books off the face of the earth altogether by the year 2019.