Sweet Emotion
As I prepared to give a presentation on custom publishing last October, I realized that my all-time favorite custom title was one I’d first encountered when I was barely out of elementary school.
It’s a publication you’ve probably never heard of – unless you were collecting comic books in the mid-1970s – called the Amazing World of DC Comics. The black-and-white “prozine” was a treasure trove of information on the golden and silver age of the comic book industry, with profiles on legendary writers, artists and editors such as Julius Schwartz, Joe Orlando and Sheldon Mayer, and fun-for-fans features like an outline of the Justice League of America’s membership bylaws. And of course, savvy enough to not miss a promotional opportunity, DC also offered updates on then-current comics.
Why did I enjoy this magazine so much then? And why do I still like it so much as an adult I’ve been reacquiring long-lost issues on eBay? Simple. It served an emotional need I had to connect with the comic book world in a time before the popularization of the Internet, when it wasn’t possible to research Web sites for historical background, debate and chat with other fans on bulletin boards, or even download a list of new comics scheduled to be released in a particular week.
Amazing World, like all good custom publications, did two essential things: It helped build DC’s brand and served readers’ needs, both practical and emotional. Beginning on page 34, 1to1 profiles several custom publications that are bonding with their readers, both offline and online. Granted, the companies profiled still have a ways to before they’ve fully integrated their print and Web products, but they’re moving in the right direction. And, perhaps most importantly, their hearts are in the right place.
CH-CH-CH-CH-CHANGES This is my last issue as editor of 1to1. As the new year begins, I’m shifting my focus to other projects at Intertec Publishing, and leaving 1to1 in the very capable hands of Lynn Dougherty. The launch of this magazine has been an interesting and challenging experience, and I look forward to seeing where Lynn and her team at Peppers and Rogers Group take 1to1 in 2001.
On a personal note, I’d like to thank two people who have been essential in shaping the look and content of this magazine: Cathi Kroha, our art director, and Susan Reiter, our copy editor, who have been virtually (if not physically) by my side since I took over 1to1’s editorial reins last year. (You’ll have the last bit of copy any minute now guys, I promise!) And as always, many, many thanks to Ray Schultz, Kelly Roberto, Richard H. Levey and the entire editorial staff of DIRECT for their support and hard work, both bylined and behind the scenes.
Finally, a very special tip of the hat goes to you, our readers, for your input during 1to1’s launch year. Be sure to drop Lynn an e-mail at lynn.dougherty @1to1.com and let her know what you’d like to see in these pages.
