Bleeding Cool has covered the activity of the Bonfire Agency in considerable depth. An advertising agency and media buyer specialising in the geek demographic, it was set up by ex-DC-er Steve Rotterdam and Ed Catto to deliver the specialist market through… well all manner of fashions.
Its latest venture is spinning off the comic book advertising network, Comics United, they have been creating over the years, allowing clients and ahencies to buy advertising across a variety of titles and publishers without having to deal with them individually, into a separate company from the rest of Bonfire.
The network has a million-eyeball presence in titles published by Aspen MLT, BOOM! Studios,
Dynamite, IDW, Skybound, Top Cow and Zenescope as well as an all-ages half-a-million-eyeball network from Archie Comics, IDW, KaBOOM! and Action Lab Studios, and advertisers including Turner Broadcasting, DK Publishing and LEGO.
Renamed Geek Riot Media, to a reflect a presence in non-comics media as well, it will ally a number of titles and events, print and digital, into one advertising network, and will expand its operations and presence in the market. It also rejects the media-swaps that have been common of late, with comics promoting websites if the websites run advertising for the publisher.
Kris Longo, VP of Bonfire Business Development, and now president of Geek Riot Media is quoted as saying "As more of the advertisers we work with on a regular basis came to us for more ways to engage with fans on the page and beyond, we began to identify and integrate additional media opportunities into their ad buys – online pop culture fan destinations, geek-centric social media initiatives, print and tablet-based entertainment lifestyle publications, and the like."
Basically, "there's money in them thar geek hills."