Bonfire Agency Spins Off Comic Book Advertising Network
Geek Riot Media Offers Brand Marketers Expanded Range of Opportunities to Engage with Pop Culture Consumers
(April 2, 2014 – East Rutherford, NJ) – In a move designed to deliver more expansive advertising solutions for brand marketers seeking to connect with passionate pop culture superfans, the founders of Bonfire Agency announced today that they had spun off their ComicsUnited Ad Media Network as a separate company. Rechristened Geek Riot Media, the new entity adds a growing number of new-to-market geek-targeted digital, print, out-of-home and event based marketed opportunities to the network’s already well-established print and digital programs from the leading independent publishers of comic books and graphic novels.
“When we began the ComicsUnited initiative in 2011, we promised our premier publishing partners effective representation and advocacy to the broader advertising community,” said Steve Rotterdam, co-founder of Bonfire and the agency’s executive creative director. “We’ve stayed true to that promise, delivering relevant, paid advertising opportunities to members of the network without having to resort to the kind of non-paid media swaps that seem to have become standard operating procedure for the corporately-owned players.”
“Geek Riot builds on this success,” added Kris Longo, who assumes the role of President of Geek Riot Media, adding it to his responsibilities as Bonfire’s VP of Business Development. “As more of the advertisers we work with on a regular basis came to us for more ways to engage with fans on the page and beyond, we began to identify and integrate additional media opportunities into their ad buys – online pop culture fan destinations, geek-centric social media initiatives, print and tablet-based entertainment lifestyle publications, and the like.”
“In short order, ComicsUnited evolved into much more than comics,” said Ed Catto, Bonfire co-founder and head of marketing. “With Kris continuing to lead the charge, it made more sense for the network to operate as a distinct entity, yet still aligned with the overall mission of the agency – specifically to work with brands seeking to establish and strengthen legitimate connections to the geek/comic/pop culture consumer and those he or she influences.”
Comic publishers contributing to the more than one million monthly circulation offered to advertisers through Geek Riot Media’s 16+ network include Aspen MLT, BOOM! Studios, Dynamite, IDW, Skybound, Top Cow and Zenescope. An all-ages network offers just over half a million monthly circulation and features Archie Comics, IDW, KaBOOM! and, as of this month, Action Lab Studios. To these participants, the expanded Geek Riot Media network has added customized sponsorship, advertising and brand integration opportunities with digital brands Hero Complex, Geek Magazine and Den of Geek, as well as sponsorship opportunities with Red Giant Entertainment and David Gallaher and Steve Ellis’ Bottled Lightning Studios. Advertisers placing media through the network have included Turner Broadcasting, DK Publishing and LEGO Systems.
—
About Bonfire Agency LLC
Bonfire Agency LLC is the marketing community’s first advertising and promotional agency specializing in helping brands reach and deepen connections with highly influential, but difficult to engage, pop culture consumers. This demo, labeled by some as geek or comic culture, is comprised of incredibly passionate, tribe-wired fans of everything from comic books, video games and action films to underground music, sci-fi inspired television and cutting edge adult comedy. Bonfire’s mission is to find ways to build relevant bridges between brands and a diverse audience of consumers that just might become their most effective advocates. For more information, visit www.BonfireAgency.com.
About Geek Riot Media LLC
GEEK RIOT MEDIA is the first specialized media representation and consultancy firm dedicated to delivering curated, new-to-market geek-targeted advertising opportunities to brands nationwide. So much more than a simple publisher’s representative, GEEK RIOT MEDIA provides unparalleled experience in pop culture advertising strategy to media partners and advertisers alike. For more information, contact Kris Longo at kris.longo@geekriotmedia.com