Marshall McLuhan was famous for fifteen minutes way back when for trumpeting ‘the medium is the message’, and he had a point, even if no two people can agree precisely what it was. Right now I’m thinking of business models to support an online project, the collaboration with Andy Tudor that I mentioned recently, and like McLuhan in that it involves thinking about the nature of media, and in particular how to create a commercially viable project in the online age.

Getting the model right is important, and what’s interesting with the online scene is there’s no definitive ‘how to’ that will produce the cashflow you’re looking for. Well, that’s true with offline work too — the mainstream comics model is one based on revenues raised from monthly publication. But in recent years that trend has been joined by another, for collecting serialised works under one cover. So you can buy an anthology of Daredevil issues for instance. And that in turn has led to a change in the way that writers conceive of their work: many now ‘write for the trade (paperback)’, which allows them more time to develop a story that works in 120 or so pages with rising and falling arcs and all that stuff you read about in McKee, rather than being five cliffhangers followed by a concluding issue.

The serialise-and-anthologise model works because the costs of producing the comic are covered by the audience that buys monthly comics, meaning the profits from the collection are gravy, and increasingly part of the money that creators make for their work. But that’s only one way to do it. As book publishers have entered the graphic novel field, it’s become common for writers and artists to be given advances for the work they’re going to do.

Warren Ellis is a canny thinker about the economics of the comics business. Interested in creating work that’s experimental by mainstream standards, he collaborated with publisher Avatar to create the Apparat line of comics. The first wave of Apparat were single-issue sized, and the downside of that is they tend to exist in a shop only so long before they’re removed from the shelves. So, next time round, the Apparat titles — one of which is reviewed here, and others of which I may well cover in time to come — were done as 48 page ‘graphic novellas’. Never mind the nomenclature: what it means is that these slim volumes are on the shelves long term, not restricted to the ‘this month’s titles’ selection but filed alongside Watchmen and Persepolis and the other anthologised collections and original graphic novels. Meaning you can buy Frankenstein’s Womb or other graphic novellas at your convenience rather than having to get it in a particular short calendar period, and that Avatar, Ellis, and his artists can benefit from the shelf life of their brainchild. Smart thinking.

Ellis scored again with another Avatar project, the online comic Freakangels. A serial produced in weekly installments of several pages like the 2000AD comics Ellis was familiar with in his youth, this collaboration with artist Paul Duffield is a big hit online, and has also spawned successful anthologies. And it may be that the concept of the story was geared to the audience that Ellis and Avatar have cultivated: Ellis’s online presence attracts a significant number of young people into alternative lifestyles, and the Freakangels themselves are the ultimate outsiders, misunderstood even by their peers. That comment, by the way, is by no means a criticism: what sense would it have made for Ellis to launch into a comic about the Lakeland poets in their twilight years? It’s easier to write with constraints than utterly free of them, and creating work for an identified audience is one constraint that makes a great deal of sense.

It’s not just Ellis that Andy and I have been learning from — the recent piece on Alex de Campi and Christine Larsen’s Valentine has prompted us to think of what’s possible as well. And those are just two examples of the way that the digital scene is changing the way that forward thinking creators conceive of developing profitable properties.