Oni Press has announced that MIND MGMT: New & Improved #1, by Matt Kindt, has sold out before its official release on June 24. In an unusual event for the publisher, this is the first time in 30 years that a comic has sold out its initial print run so far in advance. The work will receive a second printing with a new cover by the creator.
The Technical Process Behind an Express Reprint 🖨️
The decision to sell out stock before launch involves adjustments in the production chain. Oni Press must coordinate with printers to expedite the additional print run without delaying other projects. Kindt's new cover requires quick approval and adjustments to the digital files. Additionally, distributors like Diamond Comic Distributors must update their orders to include the second printing in the same shipping cycle. This process usually takes weeks, but demand forces shorter deadlines.
Thirty Years Waiting to See a Comic Fly Off the Shelves 📚
That MIND MGMT sells out its print run before release is like a car being sold before it's manufactured. Oni Press must be rubbing their hands together, though also sweating over the logistics. The last time something like this happened, readers were buying comics with cereal coupons. Now, the reprint includes a new cover, which is the publisher's way of saying: Sorry for miscalculating, but here's a different drawing as a souvenir.