Abrams ComicArts announced on August 28 that it has partnered with Lunar Distribution for the distribution of its books to the comics direct market, marking a significant shift from its previous arrangement with Diamond Comic Distributors. This move coincides with Abrams ComicArts’ expansion into new publishing initiatives, including a line of single-issue comics and a manga imprint, set to launch this fall.
A Strategic Shift for Abrams ComicArts
The decision to move to Lunar Distribution comes as Abrams ComicArts, a division of Abrams, is actively broadening its publishing scope. Known for its graphic novels and illustrated books, Abrams ComicArts unveiled plans at San Diego Comic-Con 2024 to launch “Abrams Comics,” its first-ever line of monthly single-issue comics, starting in November. These inaugural titles will feature prominent industry creators. Additionally, the publisher is introducing Kana, a new manga imprint, also debuting this fall, aiming to connect manga-anime culture with the English-speaking world. This expansion into both single issues and manga necessitates a robust and reliable distribution partner within the direct market.
Editor-in-chief Charles Kochman and editor Anita Okoye highlighted the publisher’s strategic intent to appeal to a wider audience of comics readers with these new ventures. The move positions Abrams ComicArts to better serve the evolving direct market, which has seen considerable shifts in distribution over recent years.
Lunar Distribution’s Growing Role in the Direct Market
Lunar Distribution has rapidly emerged as a key player in the comic book direct market. Since 2020, Lunar has been the sole distributor of DC Comics periodicals to North American retailers, and in 2023, it also became the exclusive distributor for Image Comics. The company has steadily added more publishers to its roster, including Massive Publishing and TwoMorrows Publishing, often as publishers seek alternatives amid the financial challenges faced by Diamond Comic Distributors, which has filed for Chapter 11 bankruptcy.
Retailers have noted improvements in product condition and service from Lunar compared to previous distributors. Lunar’s co-owner, Christina Merkler, has emphasized the company’s commitment to comic book retailers and its mission to connect them with a diverse mix of products. This growing network and reputation make Lunar an attractive partner for publishers like Abrams ComicArts looking to ensure efficient and reliable delivery of their expanding catalog.
The Evolving Landscape of Comic Book Distribution
The comic book direct market, established in the 1970s, operates on a non-returnable model where retailers purchase comics directly from publishers or their distributors. Historically, Diamond Comic Distributors held a near-monopoly on this market for many years. However, recent events, including Diamond’s bankruptcy filing, have led to a significant diversification of distribution channels.
Major publishers like DC Comics, Image Comics, and now Abrams ComicArts are opting for new distribution partners such as Lunar Distribution and Penguin Random House Publisher Services. This fragmentation of the direct market allows publishers more options and can potentially lead to better service and more competitive terms for retailers. The shift also reflects a broader industry trend where traditional comic publishers are adapting to appeal to both the direct market and the broader book market, increasing sales across various formats.
From Diamond to Diversification
Abrams Books and Abrams ComicArts previously distributed their books through Diamond Comic Distributors Inc. The decision to transition to Lunar underscores a broader trend within the industry where publishers are re-evaluating their distribution strategies. For some, like TwoMorrows Publishing, the move was directly influenced by substantial losses incurred due to payments owed by Diamond during its bankruptcy proceedings.
The new partnership between Abrams ComicArts and Lunar Distribution signifies not only a strategic move for the individual companies but also contributes to the ongoing evolution and diversification of the comic book direct market, promising new avenues for content delivery and wider accessibility for readers.
