Posted by:
Matt McGloin

Bonfire Agency Targets Comic Consumers


Finally, someone has taken notice. "Two veteran New York marketing executives are joining forces to open a new full-service advertising and marketing firm, Bonfire Agency, LLC, specializing in helping brands target highly influential but difficult to engage pop culture consumers," according to a press release from PRNewswire. Steve Rotterdam, former Senior Vice President of Sales & Marketing for TimeWarner's DC Comics, and Ed Cotto, former Senior Vice President at Reed Exhibitions, are co-founders of the Bonfire Agency. Bleeding Cool has a write-up on this as well, and states, "their aim is to treat the comic book and comic-related consumers as an ethnic group, to be marketed to by specialists, like any other." BC lists the number of ways the Bonfire Agency is going to achieve this including an Independent Comics Ad Network, holding workshops for retailers, using comic creators for advertising, digital advertising on comic book related websites - and fan panels which consist of around 350 fans offering their opinions on whatever a client might want. Sounds like a great idea, doesn't it? Head on over to Bleeding Cool to read more and check out PRNewswire for the official press release. Visit the Bonfire Agency at