Cuts Hit ADV Manga Unit

by Calvin Reid, PW Daily -- Publishers Weekly, 3/16/2005

The increasing numbers of manga titles are beginning to take a toll on publishers. PW has learned that Houston-based ADV, a new manga publisher and one of the largest distributors of anime in the U.S., has restructured its manga publishing operation and laid off staff from both the manga and anime divisions. Sources familiar with ADV say that as many as 40 employees may have been laid off, with perhaps about 25 from the book unit.

Chris Oarr, a spokesperson for ADV, declined to provide specific figures but confirmed layoffs. John Ledford, cofounder and president of ADV, says the company faces a saturated market and more discerning customers. "Anyone can see that there's only so much shelf space available to manga and to anime. We've adjusted our schedule to keep pace with the opportunities for shelf space."

ADV is refocusing its manga publishing on "winners," Oarr says, and will publish about 50 titles in 2005, down from as many 80 books last year. Oarr says ADV will focus on properties "where we have both sides"--both the manga and anime licenses--pointing to the upcoming release of the much publicized Cromartie High book and anime series.

ADV also publishes NewType magazine, a category leading anime/manga fan periodical, and much of the editorial and production work for the manga books has been shifted to the staff producing the magazine in a new publishing divison. "Many personnel from the manga division were reassigned to the new division," Oarr says, "but parallel capabilities in editorial and design were eliminated."