Future Comics - Diamond Deal

Diamond Deal

By the end of 2002, Layton alleges that Diamond became "concerned that our operation might pose a threat to them," and offered a partnership. Although a stated aim of Future had been to circumvent the monopolistic distribution network, in the short term, Future was not making a profit, and the promise of higher sales and better advertising through Diamond seemed like a good offer. In addition, some retailers had expressed concern over dealing directly with Future, allegedly fearful that Diamond might make things difficult for them. Despite Future offering free shipping and large wholesale discounts and making their output "100% returnable" (thereby effectively removing the main risk to the retailers of unsold stock) - and thus making their product "free for all intents and purposes" - retailers were not ordering enough copies to make Future viable. Complaints over price (initially Future's output carried a retail value of $3.50) was addressed, and the cover price lowered to a more standard $2.99. When these moves didn't help, Layton felt Future was left little alternative than to take advantage of the promises offered by Diamond.

Supposedly suggesting that Future could achieve coveted "Premier Publisher" status in Diamond's Previews comics catalog, Diamond also reportedly suggested that using their distribution network would double sales, Future Comics (which was suffering from going it alone) agreed. Unfortunately, this proved disastrous on several levels: Future's existing "Retailers' Club" network saw the move as a betrayal, leading Layton to retroactively admit that "abandoning our original self-distribution plan is what ultimately lead to the company's sad demise."

On December 20, 2002:

"Future Comics, the publishing and distribution company founded by industry veterans Bob Layton, Dick Giordano, Allen Berrebbi & David Michelinie, announced... that it has reached an agreement with Diamond Comic Distributors that will allow Diamond to carry all Future Comics products."

Citing growth and movie-deals, Layton, as Editor-In Chief said that Future had "reconsidered our planned working relationship with the industry's distribution leader-Diamond," and attempted to find a middle ground that "would allow us to do business with each other while still competing as distribution rivals in the marketplace." Attempting to reassure Future's own existing Retailers' Club system, Layon said that the Diamond deal did not "compromis the spirit of Future Comics' unique business plan," and that their "sales policy has been clearly stated from the beginning: we'll sell to anyone as long as it's on our terms, and this Diamond deal does not compromise that policy."

Layton further intimated that Future's Internet-based distribution method was being somewhat hampered by some retailers not having easy access, and noted that, since Future was "already do business with several of Diamond's competitors," it was "only fair" to "show them the same respect." Dick Giordano praised Bill Schanes and Steve Geppi, citing his decades-long relationship with them (and Diamond) through DC's early entry into the direct sales market.

Diamond's January 2003 Previews catalog contained listings for the new series Deathmask as well as for Freemind issue #5 and Metallix #4, plus the availability of back issues for "customers who missed the opportunity to order them directly from Future Comics."

Deathmask #1 was released in March 2003, with Freemind and Metallix seeing a slight delay in publication, (due, apparently, to vandalism ) and arriving in April. Sales, however, did not rise as hoped - indeed, Layton wrote to investors after Future's collapse: "orders dropped."