An Open Letter to ADV

By David Rasmussen
25th Jun 07

Yes, technically speaking between 2005 and 2007 ADV didn’t vanish off the face of the Earth.
It might as well have though if you happened to have been one of the fans of such and such a title that went on “permanent hiatus” between the two years. Aria, Gunslinger Girl, Desert Coral, whatever.
Of course once they pulled the life support on said title that, as they say, is that. And considering I heard recent troubles ADV had with financial difficulties? I guess fans screaming boycott wouldn’t actually have phased ADV in the slightest (might still not phase them all things considered).

Recently, however, Gunslinger Girl and Yotsubato (Yotsuba&!) showed up in my mail box from ADV, a company that hasn’t graced my mail in months on end. So, with the thought that ADV is slowly reversing the course of several of their titles (new titles going to print after a 2 or so year absence from bookstore shelves), let’s take a few talking point notes as to what I’d like to see ADV do in the near future now that it seems they’re bouncing back into full power once again.

First off… well… you’d think I wouldn’t need to talk about this, but…

Rehab for ADVManga slash Film

Rehab Step #1
Don’t Go Yaoi Please
You’d think I shouldn’t have to say that, but then Broccoli Books (who haven’t seemed like the hentai publishing type to me) suddenly went Yaoi recently with their “Boysenberry” line. Sure, sure, I haven’t reviewed it yet so it might NOT be Hentai… but just in case I thought to bring that up.

Now why dissuade ADV from it? Sure, sure, it was in the winds for Broccoli because they did have that 4 out of 5 recommendable romantic boy meets boy who turns into girl at full moon love story called Until The Full Moon, but does that means it’s in the winds for ADV? How about not.

Is it me or is there a glut of Yaoi publishers lately? How about a Yuri publisher! Nobody seems to be touching that in a great enough distinction to note, so how about that… it’s a barely tapped genre if you are wondering… and we don’t need another 5 publishers publishing Yaoi please. Not that I am against Yaoi or anything, but I’m just a Yuri kind of reviewer (and fiction writer).

OK. The awkward part of this open letter is done with. Let’s sink into the nitty gritty.

Rehab Step #2
Once You Go, Don’t Stop.
I shouldn’t have to say this as well, but now that you got us again at Gunslinger Girl (or Yotsuba&!) don’t leave us hanging again, let alone for a 2 year hiatus. But if I am to say that, this has to be said too…

Rehab Step #3
Once You Start, Know When Enough Is Enough.
At least a few times the topic of ADV has come up with conversations I had with a few associates, and the one thing they say was not the best thing ADV did was their overextending of their resources (stocking up a glut of manga/animes only to end up hacking and slashing a large stack of the mangas halfway through their respective runs). Sure, some titles (Your & My Secret anyone?) deserves a quick death, but others (like the much mentioned by myself Gunslinger Girl and, yes, Aria) didn’t deserve such a fate.

Some titles may have not had the readership to justify keeping them going, but if you consider how little hype and promotion was done on series that deserved better (Aria) it’s not the most fair thing to do. To equal a small readership with the decision to cut it’s legs out from under it, especially when not enough was done to attract new readers to said titles, is not fair.

Sure, I won’t weep if bad titles like Your & My Secret never sees print again, but it would be a crime not to bring back the titles worth bringing back… and yes, that sentence once again ends with the word Aria (but also Desert Coral, as I’ve seen some interest still remains to this day to bring the title back from it’s premature grave).

Rehab Step #4
Equal Hype For All
I don’t know, but I didn’t feel like ADV spread the buttery hype of buzz across their titles equally. Add to the high glut of title turnout, titles in turn didn’t always get enough buzzworthy hype to attract the readership needed to keep said titles afloat, and the failing to bring the numbers of sales to accommodate the said glut of new titles coming out month after month and… well, that was no good.

If ADV is springing back into the game they need to keep the buzz up on their titles, keep getting people hyped on reading their stuff and keep them coming back for more. That includes hype on titles that may have gotten less attention than possibly needed back in 2005, like the short lived Ruler of the Land (that Manhwa title I praised with a 4 out of 5 when it first came out way back when) or the little hyped Sweet and Sensitive (a little gem of a Manhwa romantic comedy that didn’t get it’s due hype).

Rehab Step #5
Yes, Bring Back Aria! Let Aria Live…
You know I was going to bring it up.
I’ve been talking about it for the longest time.
This is the manga slash anime that you are NOT presently enjoying because ADV pulled the plug on the manga after it’s 3rd volume (and believe you me I’ve checked ENDLESSLY for Volume 4), and never got around to unleashing the anime (which had 2 seasons, Aria the Animated Series and Aria the Natural).
I’ve praised it often, raised it on high, and called it the 5 out of 5 hidden treasure worth seeking out.
Obviously this is a title I hold in high regard, and obviously I’d like to see return…

Rehab Step #5a
…or Let Aria Go!
Either through ADV or another company.
If Aria is not on the agenda for ADV that’s all well and good, now tear up your contract with the title and let someone else publish it! I want to see someone pick up the Aria ball and run with it, and if it isn’t going to be ADV I want somebody else to get the publishing rights and do right by Aria! Anyone!

And Finally…
Rehab Step #6
Don’t Get Out Of Control
A little humility and the ability to listen to your readers and deliver what we want will do you well.

Now that ADV is beginning to look better and better, I am hoping to see some of my favorite ADV titles make their returns and bounce back to relevance… if you publish it I’ll give it a good score, sooner or later.
And yes, that includes Aria. It always seems to include Aria. Go figure.

-- David Rasmussen 25th Jun 07