RICHARD: (40) Ah, but with an added time-factor twist. Would you say there has been any change of Marvel's attitude in this area in the last few months, as opposed to say, the last couple of years, or is it all much of a muchness.? (41)

If that's what people want, that's what people get. As long as there's enough stuff for everyone else, I'm happy. And when I'm in the mood for a bit of entertainment gossip, they're there. If it was all that, I wouldn't be happy. But it isn't, and neither is comics journalism.

And investigative journalism, what you're lauding, is generally obsessed with doom and gloom. Unless there's a big piece in Private Eye on how great governmental policy actually is that I'm missing here. PR tells you what the client wants people to know. Investigative journalism tells them what they don't. Is that really what you want more of?

And nice footwork.

JOE: (41) Okay, now I'm officially lost. What are you talking about here? (42)

Is it what people really want or is it just what we're providing them. Like I said, when we came on board it was all doom and gloom and the most popular websites were the ones that really focused on that as a philosophy. It took some time but once people saw that it was okay to come out and play and that the sky wasn't falling I noticed a very radical shift in the positive vibe and news. Still, there are those that hang on to what they do because it's an easy buck.

Look, I've often told you that I view your gossip column as a guilty pleasure, however, I also don't view it as necessary at all. It really serves no purpose and it's easy journalism, it's like a comedian who works blue, it's easy to get a laugh when you curse all the time. It's easy to be a popular columnist when you're divulging dirty little secrets, but it's not real writing or journalism. When you can hook me in with a real news story on a weekly basis then you've got something. Perhaps this interview will be your step in the right direction-SNORT!

But not if you actually investigated out business, you know why, because comics are good and pure at heart. Seriously, when you start to compare us to other aspects of the entertainment industry you'll come to realize that the worse we actually do is kill trees. Even the worst backbiting or crappy business decision doesn't compare to, lets say Hollywood or TV were lives are destroyed and billions are stolen. For the most part, no matter who you work for, comics are a wonderful place filled with wonderful people. Comics bring smiles to people's faces, I see it happen every day. I see the mainstream media come to my office for interviews and all of them can't help but smile and comment on how much fun it looks like we're all having. That's one of the reasons why I love this industry so much and why I get angry when we get portrayed as something other than that or focus on the few things that we actually screw up with.

SPIDER-MAN/BLACK CAT: THE EVIL THAT MEN DO #1 - SIGNED VERSION

RICHARD: (42) I'm not sure myself any more. I think it was something asking about if Marvel editorial direction to creators increased in the last few months, but I wouldn't swear to it. (43) It's been the end of a long day. How about we end on one of those upbeat stories. Marvel has certainly brought in some pioneering use of comics in the commercial arena. Tell us about the recent brand placement in Marvel titles of 'truth', the anti-smoking campaign. Is it an arranged deal with the group that they pay for or a freebie given away to support a consistent advertiser? How did it come about? And is it something we may be seeing more of in the future? (44)

JOE: (43) Sure, why not, you only asked it twenty times already, that must be it! Usually your interview subjects think twice before being interviewed by you, I bet you think twice before ever asking me again. The answer would be that it has been exactly the same as always, the only difference is that we're launching more new projects than before and those always have more direction than most projects. So I would assume that the math would add up, more new project, more of a hand from us.

Don't get cranky on me now. To be honest, I don't know if any money exchanges hands. I was asked to place the ads whenever convenient on billboards and what have you, I liked the idea and it was as simple as that, we're just supporting one of our advertisers. To be honest, I had the idea of product placement back in my early Marvel Knights days. I wanted Marvel to work out a deal with a clothing manufacturer and we would have all of the MK characters wearing that brand of clothing. I thought it was a cool idea but the management back then looked at me like I was out of my mind. What was ridiculous was that artists were already doing it, placing labels and posters in backgrounds in order to make their environments more believable, it wasn't that far a stretch?

RICHARD: Cranky? Me? And thanks for the answer. I think it was worth it. I don't know if anyone else agrees with me. Hell, I don't know if anyone is reading this so far, but well done you lot as well. You few, you lucky few. Bring on the dancing girls.

Right, I don't know about you but I need an aspirin. See you back again next week for, actually I've no idea who. Hope I find someone. You know, that trip to the States I'm doing these interviews to win is looking less and less appealing... still, six down, two to go.

Thanks to Joe Quesada. Marvel Comics are sold in comic shops and books hops all over the world. You can meet the man in person, well, online, at his website, www.joequesada.com and you can find the negative, tabloid, cranky emotion-fuelled ramblings of a bitter cynical wannabe every Monday at Lying in the Gutters.

The Waiting For Tommy Archive

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