Independent Propaganda

Interviewed by Wesley Craig Green / Head Cheese at Independent Propaganda

In the first of a series of interviews with creators and publishers who have moved from self-publishing their comics for the direct market to serializing their work almost exclusively for the web, we begin with Jackie Estrada and Batton Lash of Exhibit A Press, two of the industry’s more respected and well-liked independent creators. Their SUPERNATURAL LAW series began in May 1994 and is still going strong today. With a loyal fan and retailer base, and numerous awards and nominations including being nominated in this year’s Publishers Marketing Association’s Benjamin Franklin Awards and ForeWord magazine’s Book of the Year Awards (BOYA), SUPERNATURAL LAW has become a highly-regarded staple of the direct market.

So why is there a new SUPERNATURAL LAW web comic being serialized on WebComics Nation? Are they moving SUPERNATURAL LAW to the Web? They answer these questions along with discussing their thoughts on the current direct market, self-publishing and more in this interview.

Wesley Craig Green: What led you to starting a new SUPERNATURAL LAW web comic?

Batton Lash: To put it bluntly, the readership for the print Supernatural Law just wasnt growing. The pamphlet (and by that, I mean a 24-32 page comic book) had its loyal fans and its staunch supporters among the retailing community, but sales hit a plateau years ago, and regardless of whatever good press or excellent reviews we received, it seemed like the title hit the maximum orders it will receive in the direct market. My wife and co-publisher, Jackie Estrada, and I thought the web was the best way to go as far as exposing Supernatural Law to a new audience. The webcomic is a tool to introduce a wider audience to Supernatural Law.

Wesley Craig Green: What has been the reaction from both fans of the book and retailers who carry your comics?

Batton Lash: Most of the retailers I speak with have been very supportive of the webcomic. They understand the strategy: if a new reader likes Supernatural Law online, chances are they will like Supernatural Law in print. I never wanted to phase out the direct market; if anything, I want to draw the new reader into a comics store. Regular readers of Supernatural Law have been patient; in fact, I suggest that the online strip is something to hold them over until the next print issue.

Wesley Craig Green: Since your move to the web, how have the numbers compared in relation to the average number of comics you would have had ordered for distribution compare to the average number of hits a new page of your comic receives when posted?

Batton Lash: It’s hard to compare; it’s apples and oranges, really. That said, I do think more people have started reading Supernatural Law since we went online.

Wesley Craig Green: Do you plan on placing your older printed material online as well?

Batton Lash: No . . . but I should never say never! Maybe for a special occasion. I believe the strength of the online strip is that it features new material done especially for the web.

Wesley Craig Green: Considering your stature in the independent comics market, your move to the web could be seen as a way of testing the waters before committing yourself to it fully. Would this assumption be right?

Batton Lash: Not necessarily. I think I’m a print guy at heart. I certainly enjoy the tactile sensation of a publication. I don’t see what I’m doing as a move to the web. I think a creator has to do what he can to draw attention to his work. As a publisher, one is always on the lookout for new markets, new outlets. The technology available to anyone with access to the Internet is truly a blessing to the creative person and the entrepreneur.

Wesley Craig Green: For someone who is considering self-publishing, what advice would you give them?

Batton Lash: You can’t limit yourself. Self-publishing has always been a tough road to go, but I don’t think it’s ever been as difficult to be distributed as it is now. Diamond (the only distributor that sells new books to comic book retailers the week they come out) is getting more select with the self-published titles it will carry, and the direct market (i.e., the comics shop market) continues to marginalize. My advice for the self-publisher and indy creator frustrated with the direct market is to use the resources available: the Internet and comic book conventions. Network and create a groundswell at shows. Post your strip online, with an eye on collecting the material as a trade. If it sounds like you won’t be making money, well, the chances are you weren’t going to make money on that first order from Diamond, either! And with webcomics, your work will not only be seen by more people, you’ll save money on printing. The Internet is uncharted territory right now; anything goes, and there’s really no one to tell you what you can or can’t do. The reader will separate the wheat from the chaff.

Wesley Craig Green: What has been some of the advantages and disadvantages pertaining to putting your work online?

Batton Lash: Color is certainly the top advantage. I’ve also been designing the strip to fit the format of a computer screen, rather than just scan a traditional comic book page. Outside of not having enough time in the day, I don’t see any real disadvantage, because it’s such a new medium and I’m learning all the time. It’s a very exciting time!

Wesley Craig Green: Do you see a time in the near future where the independent market as it is today almost ceases to exist due to more new and established self-publishers and indy-oriented publishers moving their books to the web?

Batton Lash: I think there will always be progressive-minded retailers who will support and encourage independent comics. Having said that, I think it is obvious that the majority of comic shops have been marginalizing their customer base and are content to settle into becoming collectible/Marvel-DC superhero stores catering to an aging consumer. Ironically, the independent market will be in a mainstream marketplace. Bookstores and libraries are proving to be the best outlet for independent comics. It all comes down to content, and independent comics tend to address the concerns and interests of a noncomics fan more than superhero comics do.

A graphic novel such as Brian Fiess’ Mom’s Cancer is more likely to pique the interest of a new reader than Marvel’s House of M. I do think the serialized installment format of the web will replace the individual 32-page black and white indy comic and the work will be collected in a trade paperback. A business cannot grow if it doesn’t continue to get new customers. So I’m giving the web a shot. I like to say that Supernatural Law is a comic for people who don’t read comics, because the characters and stories are very accessible to anyone who enjoys a good TV show or a good short story with some humor/horror elements. If people on the Internet are able to find the online strips and get some chuckles out of my takes on the Scott Peterson case or on the Frankenstein monsters marriage rights, or on Ann Coulter vs. Ted Rall, then maybe they’ll want to read the other stories Ive been writing and drawing for the last dozen years.

I wish to thank both Jackie and Batton for taking the time for our interview. You can check out their official web site at Exhibit A Press for more information on Supernatural Law and you can check out the Supernatural Law web serial at WebComics Nation.

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