He believes in the comic book style but thinks it must find new formats in order to survive. That's why he consistently experiments with a variety of packages and price points. The consumers were the losers because they were told these books were worth money. What's different about these innovative new projects is that they are being distributed through bookstores, not newsstands or comic book stores. Richardson may believe in the comics format for storytelling, but he's not sure there's much future in old-fashioned comic books.
Newsstands are a marginal business with marginal product.
You need an 18 percent sell-through to make a profit and you may get 20 percent. Bookstores, on the other hand, have done very well for us. And we have invested heavily in our Internet site. I think that's going to play a major role in the sale of comics. Every few days, he posts a new page in the hero's continuing adventures.