by Matt Brady
It’s time for another weekly installment about
Countdown.
Series Editor (and regular
Counting Down sparring partner) Mike Carlin was tied up with scheduling issues for the past couple of weeks, so, while we had Jimmy Palmiotti and Justin Gray talking about their issue earlier this week, this time out…we’ve got Dan DiDio.
And no – he’s not talking specifically about this week’s #37. Dan wanted to talk about the big picture of
Countdown, and address a few misconceptions about the series, its story, and the stories surrounding it.
Newsarama: To start with Dan, we’re about a third of the way through
Countdown. How’s it going, both process-wise and expectation wise, from your chair?
Dan DiDio: Process-wise, it’s been another learning experience, which is the interesting thing about
Countdown. Because we changed the structure of the way we do this series compared to
52, things that we changed to help improve the situation helped improve it in regards to product flow, and the speed with which the books were done, but they also created a new set of challenges along the way, which are things that we’re working through as we move forward.
NRAMA: Story-wise…as we spoke many times during the course of
52, both with you and the writers, that story was described as something that was organic and changing, in that, while you ended at the same place, the journey was not firmly set, even when the writers were a little ways into the stories. Is that a similar situation with
Countdown, or is the story more “set,” given its connection to the larger DC Universe?
DD: Actually, there have been changes along the way. What we needed to do originally was that we had to wait for some of our key players to come free. That’s one of the reasons why Holly and Jimmy Olsen featured very prominently in the early issues – we were waiting for Karate Kid’s story to wrap up in
JLA and
JSA, or for Kyle Rayner to break free from the Sinestro Corps War.
To be honest with you, speaking of the organic nature of the series and story, one of the conceits I had in place was trying to create a month-by-month continuity in regards to DC. Again, because of the organic nature of the storytelling, and the wonderfully surprising success of the Sinestro Corps War – that started to expand a little more – so we had to make sure Kyle was available for the Sinestro Corps War, and not remove him too early from that storyline while still having him available to us. So we’re actually putting Editor’s Notes in to explain the flow of the story and events where it doesn’t fall as cleanly as it could in a month-by-month schedule.
NRAMA: So that would explain how Kyle can appear here while currently, he’s seen doing ____ in another book?
DD: Right. It’s to clarify the order of his appearances. You’ll see that Kyle’s story breaks in
Green Lantern #26, I believe, and from there, he moves to an issue of
Countdown, and then appears in an issue of
The All-New Atom. That’s not the order that those issues will be released, but those are the order of his appearances.
I didn’t want to get into a situation where, like we did during
Infinite Crisis, we started delaying books in order for them to fall in the right order. But in this particular case, and I know that some people will say that we’re giving away what’s going on with Kyle Rayner, but the reality is in this case, it’s a progression and flow issue. When it comes down to that, we’ll put Editor’s Notes in to clarify the flow of the stpory and the appearances.
NRAMA: Speaking, not necessarily of Editor’s Notes, but in terms of Editor’s in general, I want to get you to justify something that you said back at the beginning of all of this. In February,
you said, speaking of Mike Marts:
the best part about Mike, and I use this as a real plus now, is that he was unfamiliar with so much of the DC Universe. Being a Marvel guy for so long, which we’ve forgiven him for [laughs], he wasn’t as familiar with our characters and our stories. The best aspect of that is that in creating a weekly book, we’re hoping to attract new readers – so here’s the guy who’s running the project that actually has a fresh set of eyes, and is unfamiliar with some of the characters and the stories that took place prior to this.
Since then, we’ve seen Mike Marts replaced by Mike Carlin. Nothing against Mike Carlin, of course, but as one of DC’s senior staff, he has absolutely none of those qualities that you said made Mike Marts the best editor for
Countdown. Can you explain the change, and how it still fits with your view of an Editor for
Countdown, if it does?
DD: Okay, let’s clear a couple of things up right from the start – the reason why we changed from Mike Marts to Mike Carlin had nothing to do with anything
Countdown-related. It was simply due to the fact that the Editor’s seat on the Batman books came open [Due to Pete Tomasi stepping down] and Mike Marts
really wanted to work on those titles. This was something that Mike was very interested in doing, and I gave him a choice – work on the Batman books, or work on
Countdown. Batman is something he saw as a long-term investment at DC, and he wanted to work on those books, so he chose that.
Because of that, I had to hand a series that was up and running at full steam – and encompassing the entire DC Universe – and at that particular moment, it made sense to hand it over to Mike Carlin, because he was so intimately involved with everything that was going on. It just made for an easier transition. That’s the reason why the change took place.
NRAMA: Right – and to clarify, I want’s suggesting that the move was experience or performance related, but it struck me that you made a point of explaining the characteristics that Mike Marts had that made him perfect for the job, and then switched to an editor who didn’t have those characteristics, and was, in terms of those particular qualities, about as opposite as you could get within the DC Editorial staff…
DD: But one of the things that made him a great choice in that regard is that his were the fresh set of eyes at the start, so you felt like you were entering a world where you felt like you could understand what was going on, or at least be introduced to the characters properly.
NRAMA: And now that the characters are introduced, and the storylines are set up and running, the “fresh eyes” isn’t as necessary of a requirement?
DD: Right. Now we’re off and running at full steam and we can’t deny the fact that it’s touching other stories across the line, so we want people who are able to coordinate well, work well with others, and that know the material so that everything falls into place as we’re moving. As we get deeper into
Countdown, you’ll see how intricately things tie in around the DC Universe.
NRAMA: Touching on that intricate and inter-related nature of the story, and noting that you did say you were going to start using Editor’s Notes – let’s take a specific example from issue #38 – the Deep Six. Slig named himself and a few others, but there was nothing beyond that in terms of context or information for anyone who didn’t know who they were…
DD: That’s something I’m trying to be extremely careful about – to make sure that every character is named in every issue. Bringing in the Deep Six is not an Editor’s Note type of thing – knowing where they last appeared isn’t really important…
NRAMA: Sure, but knowing who they
are at least. Otherwise, they’re relatively anonymous fish-men… At least a “* Part of the New Gods family – Greta Carlini” ?
DD: See, but I don’t consider that an Editor’s Note type of thing. I consider that an Editor’s Note should explain how story flow works, rather than who characters are. Realistically, you’re asking the correct question of “who are these guys?” and you’re asking for the right information, and that’s our job to tell that in the storytelling more than to put a box in a panel or put a page at the start or the end of the issue to explain who the cast is. I think it’s just good storytelling and good writing if we put all of that information in the story, and we work very hard to try and do that. In some cases, we miss the mark, because of the size and importance of the characters to the story, but you’re right, we should be making every effort to make sure that everybody is clear on who the characters are, and what their purpose for being there is.
It is a valid point you’re making. The thing is, right now, we’re getting to a point where what might appear to be random tie-ins are starting to fade away as we get back to the main thrust of the stories and the characters themselves. As I said, because we’re trying to line things up clearly across the DC Universe, there were bits where we might have been vamping with a particular story while we were waiting for a particular character to come free. That’s the problem of trying to work within the
entire schedule of the DCU, and we’re trying to work within it to the best of our ability. We had questions, for example, about Black Adam in the early stages of the book - we just came out of
52 where he lost his powers, and suddenly, he had them back.
NRAMA: Right – and the miniseries that was set up, apparently to explain that was still months away.
DD: Right. To be perfectly frank, those two events were supposed to be coming out closer together, so those questions wouldn’t have been so pronounced, because you didn’t know that there was a
Black Adam miniseries coming. But in that case, we had to wait for the
Black Adam miniseries to get into position where we could roll it out. It just started later than we thought, to be perfectly honest. And once you’ve got a machine like
Countdown up and running, you’ve got to push that machine to the best of its ability. If we wait too long in certain areas, it’s a detriment to the storytelling, and a disservice to
Countdown. What we did was decide to push the
Countdown story to work the best for itself, and keep it moving to reach its own speed and make sure the rest of the DCU lined up within the best of
its ability.
NRAMA: Okay – you’re offering a rational explanation of things that fans have caught on to and complained about, so lets go through that door of fan reaction to
Countdown. You and I have talked about this before – that online fan response and reaction is different from personal fan response and reaction, and neither is necessarily connected to sales for any given project. I don’t want this to get into a discussion of the validity of the groups of responses, but rather, and again, from your chair, what have you heard, and what channels is that coming through?
DD: The channels that are carrying a lot of the reaction that I’m seeing are coming from the stores themselves and from fans that I’m at conventions with. I attend multiple conventions throughout the course of the year, and I’ve gotten a very positive reaction to what’s going on.
Given that there seems to be a very vocal – and I don’t know its size – group of fans online that is counter to that hasn’t really affected sales at all. I find it humorous that information that comes to me from online is erroneous in regards to the actual sales figures. I find it humorous that certain retailers decide to make blatant statements about how they’re going to be striking back at the book by making returns, when in fact the portion of books that they’re actually returning is less than 0.01% of the books that we sold.
The reality is that the sales are there, the strength is there, and I have a lot of faith in regards to how the series works and how it’s moving forward. From my standpoint, there were stumbles along the way, just as there were stumbles with
52, but the best part about it is that we were able to sit down with the talent and figure out how we would be able to make course corrections during the series, which we did. We recreated the pacing, and we put the focus back on
Countdown again, which is what it is about. It
was going too far abroad in regards to making sure everything lined up perfectly, and when you do that, something was going to be serviced improperly. I want to make sure that
Countdown is serviced properly.
Countdown, as I said, is the spine of the DC Universe, but it works better if it stands on its own, rather than stands on the strength of everything around it. I feel very confident in where the series is going, I’m very excited about where the story is going, and the best part about it is that it’s where we thought it was always going to be, so we haven’t had to change that much along the way.
This really speaks to why I wanted to do this – I wanted to correct some of the inconsistencies of the statements are being put out there. There problem with the online community is that they jump on something that someone says, good or bad, and it gets amplified and added to, most often, without the knowledge of whether its true or not, or the larger picture. Things that are said get taken, bent out of context, and then twisted to tell any story that they want to tell. That’s why I stay out of those conversations, or reading them.
We’ve got a large number of both fans and retailers who are excited about the series and enjoying it – that’s what I
know.
NRAMA: Back to the larger
Countdown picture for a moment – as you’ve said the story is moving along as it has been planned, but what about near constant stream of tie-ins and miniseries that are being announced? We did a count a little while back, and you’re approaching or have surpassed the number of actual
Countdown issues with the number of tie-ins and spin-off miniseries and projects…
DD: Let’s take this in two parts, and I apologize if I’m speaking logically about all of this – it’s just something that I feel is needed when it comes down to discussions of
Countdown - we at DC Comics produce a certain number of comics on a monthly/yearly basis. We are not producing any more books than we have in any other year or the previous year. We have chosen to produce books that, we believe, can capitalize on the success of things that we have going on with the hope that they sell better than books that don’t capitalize on things that are going on.
It’s very simple – no different than the logic that any other company would employ when they have something that is successful. You want to build on that success. Dark Horse has Buffy and Star Wars – they know they can put out more Buffy and Star Wars because that’s successful to them. The same thing with Marvel and
Civil War and
World War Hulk - they put out more product tied to events that are successful in the hopes that the product tied in to that will be successful as well. We are building off of our successes right now – we are not creating additional product, we’re not flooding the market. We are just replacing the books that we feel would not sell as well as the books that we hope will sell well. The audience and fans will prove us right or wrong on this, but I have to stand behind our material and what we’re doing, and to tell the truth, I get excited about the books that we’re doing.
I get excited about a
Countdown: Arena, you know why? It’s a goofy, crazy fun fest. It’s fan-fiction at its finest. It’s taking Elseworlds characters and having them battle it out to find out who’s the strongest and best. It’s fun, as I see it, and I think it’s fun for the fans.
And that’s the second part - when we do books like
Arena, or like
Countdown to Mystery, these aren’t books that tie in tightly to
Countdown, but they take characters from
Countdown and expand their stories, because they’re not the primary leads in the story. If you’re interested in them, you can follow them. Want to know more about Forerunner? Follow her over here. Want to know more about Eclipso? The space heroes from
52? We’ve got stories for them too. Also, because
Countdown runs through the Multiverse, we don’t have time to stop and explore each one of the Multiverse worlds in
Countdown, but we can look at them more in depth in the specials. In the stories that spin off from
Countdown, we’re looking at some of the most interesting Multiverse worlds out there, found a way for the team to visit them, we learn a little bit more about our team, and we learn a little bit more about the Multiverse. Again, it’s just expansion on what people’s interests are in the DC Universe. What I’m hoping is that we’re giving people what they want, not making them feel that they have to buy it, but that they want to buy it.
NRAMA: Is that a way to say that there are more tie-ins and miniseries coming?
DD: Actually, I think we’ve announced all the primary ones. There might be a few that are “post” stories – following up on how the stories end. Not all the stories in
Countdown will be wrapping up simultaneously. Some of them end as early as the end of this year, and they start to wind up through April. They’re all ending at different times, so, by the time they end, if we feel there’s a need – because those scripts haven’t been written yet – that there’s more story to be told, or follow-up up or expand upon, or show the next steps of that character
after their story ended, then we’ll do that. That’s exciting to me – that’s what comic books are all about.
This is a periodical business. People say thing like “I hope this is the last book of this.” Really? Even if there are more stories? We’re a business that puts out books on a regular basis, and we’ll continue to do so, and we’re going to continue to put out books that hopefully people are excited by and people are vested in by using characters that they love and have an emotional attachment to, based upon the stories and events that took place prior to that.
NRAMA: Going back to looking at the big picture of the tie-ins and miniseries again though – how do they come about? Had they been planned all along, or are they coming out of areas that you’re seeing or expecting strong fan response to?
DD: Let’s take it back before that – you asked about the Deep Six. You wanted to know more about the Deep Six before they appeared in the story.
NRAMA: Well, not exactly, but let’s continue anyway…
DD: Well, coming up, we have Lord Havok and the Extremists appearing with Monarch in an upcoming story. Some readers will remember them from their appearances in the older
Justice League series, and they’ll be new characters to others. In either case, we’re betting that people will be interested in them. Rather than placing a caption in the panel, or putting their whole story in
Countdown and pushing the Countdown story aside for however long it would take, we found a way to tell what’s happening with Lord Havok and the Extremists in their own miniseries. Is it essential that someone who’s reading
Countdown buys the miniseries for
Lord Havok and the Extremists? Probably not. But if you like those characters and are intrigued by them and want to know more about the DC Universe or the multiverse, you might want to pick it up, and you might enjoy it. And I’ve got Frank Tieri and Liam Sharp on it. That’s a good looking, well-written book about some bad guys.
NRAMA: You clearly had some stuff you wanted to get off your chest…
DD: [laughs] Yeah – and I hope this doesn’t come across as combative, because that’s the last thing I want to do. I want this to be clarifying and give an insight to why we’re doing what we’re doing with
Countdown. For me,
Countdown is the best-kept secret success we’ve got going right now. It’s a book that people are enjoying, reading, and looking forward to. I still have people telling
and showing me that they like the weekly comics. People are
not “tired” of weekly comics – they buy comics on a weekly basis as it is. This is just one choice to make every week, that’s all. If you love the weekly nature of comics, love periodical storytelling, love DC, this is the comic for you. If you don’t, then I understand. No hard feelings.
For me, I love that weekly, periodical feel. I still find excuses to go at least once a month to go into the store. There’s something fun about it. I remember how disappointed I’d get if I couldn’t find anything to buy on a particular day because nothing struck my interest, or my favorite books weren’t out at that time. The idea behind
52, and behind
Countdown, and if we ever do a third weekly series, would be that you have that one destination book – the one thing that justifies your trip to the comic book store. Hopefully, Countdown brings you into the store, you enjoy it, and you know what? Here are two maybe three other books that you’d enjoy, either because they star a character that’s in
Countdown, or because they tell a story that is connected to the events in
Countdown. That’s what this is about. It’s no different than what any publisher does when they’re trying to build a strong fanbase and bring people into their fictional universe.
NRAMA: Just to start wrapping things up and bringing it back to
Countdown specifically – the biggest beat coming up, as you’ve announced, the title changes to
Countdown to Final Crisis with issue #26…
DD: Yeah – we were always planning on the title change. We didn’t want to put the words “Final Crisis” on the cover one year out and exhaust everybody before we got there. We didn’t want “Final Crisis” on the cover before we even announced
Final Crisis. Additionally, once we hit that halfway point, everything about
Countdown goes into high gear. Some of the storylines will be resolved, as I mentioned, and some of the new storylines will be kicking in, and more importantly, you’ll see, clearly the direction that things are headed, not just in regards to where
Countdown is going, but
Salvation Run,
Death of the New Gods and a lot of great things across the DC line. If this is a marathon, then
Countdown #26 is the point where everyone starts sprinting toward the finish line.
NRAMA: Going back for one second, you said that you want to have a “destination” book out there. I’ll hit you on your “if” there’s a third book, where you’ve said elsewhere that there will most likely be a third weekly series after
Countdown… but looking at now, two years of weekly books, and a probably one coming…even
Lost or
24 or
Heroes take breaks…
DD: But soap operas don’t.
NRAMA: Okay – right. But still – is there a potential for fatigue among the audience?
DD: Okay – let’s take it to where you’re going – we stop creating a book, what does the audience do? I’ve heard this before – the audience needs a break, so we stop, what do they do? Stop buying comics for a month? Two months?
And let’s be sure we’re on the same page -
52 is not
Countdown.
52 up until the
World War III specials didn’t have any ties ins, and existed outside of the month-to-month continuity of the main line of books.
Countdown is tied in and reflects the month-to-month continuity, and does have tie-ins that are connected to it. If we did a third book, I can tell you that the formula will be much more in line with what the formula for
52 was than whjat
Countdown was. If there was a third weekly book, it would feel much more like a 52-part story than it would feel like something that was laid across the entire DC Universe.
But I’ve heard the criticism – people considered it an event book because they had to buy four issues a month, and were looking at it as “If I have to buy four of the same things in a month, which is just like an event, then it’s an event.” The truth is, both
52 and
Countdown was and are weekly books – they have no choice but to come out four or five times a month. You can’t put out a weekly book three times a month.
NRAMA: With the success of
52, the success of
Countdown, with what you said about if you’d stop and where readers would go…is DC, for lack of a better term, locked into doing weekly series forever?
DD: I would love to say yes. Even if the book did half as well as we’re doing with
Countdown, it would still be a success. Again, fans and critics look at the weekly nature of it, but I look at it as putting out four issues a month that sell well. In that sense, I’m hard-pressed to come up with four titles that can sell as well as Countdown on a monthly basis. That’s one of the things that we have to do as a publisher – we have to examine our entire publication schedule. There is a limit to the number of books that could put on a shelf without breaking editorial and burning through the talent, but also breaking the internal production systems and procedures that we have inside this building. There is a limit to what we can do.
So when we evaluate our production schedules, and we evaluate what we do as a publisher, we have to make the choices that we believe are the best choices, not just in regards to the commercial viability, but also in the value that a given book produces for us. If I could create one weekly book that gives me such great value for the DC Universe, then that’s probably a better investment on our parts than to try and create four monthly titles that will deliver the same weight to DC.
The bottom line is that, as long as people want them, we will create them. That’s the simple answer. The fans determine what we do by their buying power and strength. Right now, we’re getting a rousing response that is supporting the weekly books. There is not one piece of information that I have received contrary to that.
NRAMA: So no breaks?
DD: [laughs] But the breaks in the shows you mentioned aren’t what they want. You mentioned
Lost - yes, they take breaks, but that’s because of their production schedule. They produce as much as they can. If they could produce more, they would produce more and have it on the air. They are producing to the best of their ability the amount that they can produce. As a publisher, we are producing to the best of our ability the best that we can do.
My background comes from animation and from soap operas. Soaps are produced day-in, day-out, Monday through Fridays. They don’t repeat. They don’t take breaks. That’s one of the joys of the book that you rarely see, even in the soaps – with
Countdown you can give characters a rest for one or two weeks while you bring someone else to the forefront.
That’s where reader exhaustion can come in if you’re not careful – “Oh God – I have to read Jimmy Olsen six weeks in a row!” That would give anyone Jimmy Olsen burnout. Jimmy can’t support a story five or six weeks in a row, let alone 52 weeks in a row. That’s why we go with as many leads as we do – we can change the focus, change the attention, change the tone, and change the tenor. That changes from issue to issue so it doesn’t feel exactly like the same book from week to week. It feels like the same big story, but not like you’re reading the same people, week-in, week-out. With a weekly comic as we’ve set it up, we can keep things changing, different – we can create that cliffhanger, and create that momentum that will push people into the stores. As long as we meet that goal, and can keep that enthusiasm among the readers that feeds anticipation for the next week’s issue – as long as we can continue to do that, there’s nothing wrong with a weekly comic, and we’ll be out there every week doing one.
Next week in Countdown #36