AdHouse Stays Small Press

This story originally appeared in PW Comics Week on December 5, 2006 Sign up now!

by Johanna Draper Carlson, PW Comics Week -- Publishers Weekly, 12/5/2006

Chris Pitzer launched AdHouse Books in fall 2002. Now in its fifth year of operation, the boutique publisher in Richmond, Va., continues to release attractive and creative works, including the Project Trilogy: Telstar, Superior and Romantic, eclectic anthologies devoted to SF, superheroes and romance comics, respectively. AdHouse's newest book, Paul Pope's PulpHope, is due next year. With multiple award nominations for their output, AdHouse has found its own niche as a small, high quality house. As this interview shows, although Pitzer hope to double his book output from 3 to 6 volumes in 2007, he has no plans to get too big too soon.

PW Comics Week: Many people fall into comics publishing because they want to get their own work out there, but although you've created your own minicomics, you didn't take that route. What made you decide to become a publisher?

Chris Pitzer: I thought the first AdHouse book, Pulpatoon Pilgrimage [by Joel Priddy], really needed to be published and seen/read by people. I guess it was a good decision, since the book went on to win an Ignatz and was nominated for an Eisner.

PWCW: How did you find out about it?

CP: Our mutual friend, illustrator and fellow Richmonder Kelly Alder, knew of Joel Priddy's work. I think he also knew that Joel was trying to get it published, which is how I initially got involved. I sent Pulpatoon to a few other indie comic publishers, trying to help Joel find a place. Who knew they wouldn't bite and that I'd start this whole publishing thing?

PWCW: What other jobs or experience did you have that you found particularly useful in your new role?

CP: Well, I spent a year in the trenches of Eclipse Comics as a senior designer/production manager. Basically an art guy, but the company was so small that we all wore a few too many hats. I gained a little knowledge there, but it was really a place where I made contacts. One of those contacts, Ted Adams of the publisher IDW, was very helpful in giving me feedback on my early publishing thoughts.

I also helped Jeff Mason of Alternative Comics with 9-11: Emergency Relief, and he went on to answer a few questions I had as well. I have a background with design, which comes in handy in publishing.

PWCW: What decisions should others make before deciding to become a publisher, both from the art and business sides? What should drive that choice?

CP: From the art side, you should publish what you love. If a creation doesn't move you, then I don't know why you would decide to spend so much time, energy, etc., to bring it to life. The business side is probably my weaker side. That said, I would hope you have a realistic vision of where you want to take your company. And pay the creators in a timely manner.

PWCW: What's your vision for AdHouse?

CP: Pretty much where it is. I like the smallness of AdHouse. I know that sometimes I get caught up in "publishing politics". But then I step back and realize that comparing AdHouse to another, bigger company is apples and oranges. So, I think my vision is pretty 20/20 at the moment.

PWCW: When did you know that this venture was successful? And how do you define success?

CP: Is it successful? I'm not sure what success means for me. I like that certain AdHouse publications have been nominated and won industry awards. And I like that certain books have made profits for the creators.

PWCW: Which titles do you feel best represent your vision of the company?

CP: Well, there's Pulpatoon, which set the vibe for the company. Any of the Project anthologies gives a feel for what type of work I enjoy.

Hope Larson's Salamander Dream and Debbie Huey's Bumperboy books have both been successful and kind of a debut spotlight, if you will. James Jean's Process Recess opened the art book market for us, too.

PWCW: Have your plans changed with the relatively recent sales growth of the graphic novel format in bookstores?

CP: Not really. I was pretty stoked to see an AdHouse publication in a local big [chain] bookstore a few months ago. I guess I'll always consider AdHouse a small press operation, and if we can dip our toes in the big bookstore pond, that's great, but I'm not planning on becoming a swimmer in that pond.

PWCW: Why not?

CP: Well, I guess what I meant is this... When I think of bookstore sales, I picture a company that has a sales team, exhibits at BEA, prints in the 10,000 quantity window... stuff like that. AdHouse isn't that. So, instead, we give people/companies the option of ordering through the bookstore venue, but we also appreciate what the comics shop market does for us.

PWCW: Any chance of seeing comics by you in the future?

CP: Oh, wouldn't that be great! I've thought about it, and I guess I've placed that goal of doing it before the light goes out, but I haven't started anything. My latest sequential offering (within Project: Romantic) was pretty fun. I had the chance to work with my wife. I gave her complete layouts, and she scripted to them. It was an interesting experiment, and she wrote pretty much what I would have.

PWCW: What's next for AdHouse?

CP: We're currently playing catch up with our best advance selling publication to date: PulpHope by Paul Pope. It's looking really good. We're sorry that it's running late, but I think everyone will be happy once they see it. Otherwise, we've just signed some contracts for future publications that will be a nice addition to the family. There's also talk of future publications from creators currently in the AdHouse bullpen, too. I think 2007 will be gooooood.

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