Alternative's plight: Comic World News talks with Jeff Mason about Alternative Comics' financial problems:
 
"I had been talking with the cartoonists that publish with Alternative Comics, our distributors, and dozens of comic book retailers about my financial predicament since the middle of June about various plans to try to ameliorate the situation. A number of other independent publishers that were also hurt by bankrupt distributors leaving them in the lurch had been successful at reinvigorating their cash reserves by making public calls for help. My cash flow problems finally got to the point that I absolutely and immediately needed to ask for help. I am very keen on the idea of not bypassing comic book retailers in this call for help. I wanted do this in a way that could possibly strengthen the process of readers buying Alternative Comics from their local comic book stores and comic book stores buying Alternative Comics from their favorite distributors. Asking readers to purchase books directly from Alternative Comics would have had a much more dramatic and immediate effect, but I’m really looking for a long term solution rather than a quick short term fix. I truly believe in the strength of the direct market, with Alternative Comics working together with retailers and distributors."