The use of marketing.

This needs to be thought about:

bad signal
WARREN ELLIS

I have the feeling that ground was laid
this year for some truly horrible
things to happen to the indie market
next year, and a lot of it will be of
their own doing.

And there have to be a lot of
conversations about marketing.
The old toolbox -- some of which I
helped create -- doesn't work so
well anymore. You can't just hit a
few message boards, get a
Newsarama puff piece and wait for
the money to roll in. I became more
aware of this a couple of weeks ago,
talking with Josh Fialkov, the writer
of ELK'S RUN, on The Engine. It was
the work of five minutes -- and
probably 15 years experience -- to
write him an ad that actually
communicated narrative context.
No slight on Josh -- not everyone's
mind works that way. But something
clearly must be done.