Bill Willingham's Legenderry – Fully Returnable, No Matter How Many Retailers Order

Legenderry01CovBenitezBleeding Cool recently ran a piece on the possible downsides of returnable promotions in the comics industry, where a publisher will make a comic book completely returnable for a full refund of any issues not sold, as long as the retailer in question orders lots and lots of them. Often pegged to 100% or 150% of a previously successful issue. It can encourage the retailer to order with confidence and test the market for what it will bear for a new comic from an unfamiliar team. The downside is that it effectively uses the retailer as an interest free loan for several months, it ties up cash flow until the refund date and for some it could be an barrier to entry into this kind of promotion, so it favours the big guys over the small.

That's not an issue with the new Legenderry: A Steampunk Adventure by Bill Willingham and Sergio Fernandez Davila, from Dynamite, as the first issue is being made completely returnable – but retailers won't have to go through any hoops to get the deal. They can just order as many as they like. If they order one copy and it doesn't sell, they can return it for a full refund.

Though if a store only orders one copy, it will probably sell very quickly indeed.

About Rich Johnston

Founder of Bleeding Cool. The longest-serving digital news reporter in the world, since 1992. Author of The Flying Friar, Holed Up, The Avengefuls, Doctor Who: Room With A Deja Vu, The Many Murders Of Miss Cranbourne, Chase Variant. Lives in South-West London, works from Blacks on Dean Street, shops at Piranha Comics. Father of two. Political cartoonist.

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