The Third Idea
+Art Students League, Lloyd Kaufman, Don Simpson & James Greene
It's been my experience that when an editor solicits me to draw a cover, they often ask me to create THREE cover ideas for them to choose only ONE from. They want three LEGITIMATE and MARKETABLE cover ideas. And you usually have to read the comic book and do research (get reference) in order to achieve this. It's part of the job and, despite the dilemma I'm about to share, I'm always grateful for the work.
I can usually come up with two good ideas out of three. And, even when I send the three ideas to the editor with a caveat stating which concepts I prefer, it's almost a guarantee they will pick the one you like the least. And then you'll kindly remind them the cover they chose was your least desirable. And they'll write back, "When will artists learn to not include the sketch they hate?"
Touché.
It's kinda difficult to come up with three legit cover ideas for a single issue that you, otherwise, have no creative participation in. And you're only getting paid to complete one. Sure, sometimes there are tweaks and adjustments, but designing a cover image that is meant to woo the customer into opening their wallet is no easy feat. Witness the weekly deluge and you'll see what I mean.
I can't tell you how many cool cover ideas I've designed that fell to the wayside. Gorgeous orphans banished to the corner while the generic one -- the safe one -- got the green light. Ironically, the one that is less desirable for the artist to draw -- but somehow the most commercially viable for the publisher's eye -- is the one that gets picked. It's hard to game the one you really wanna draw when it's up against two other choices. That's a 33% chance for a personal victory and the odds are against the artist's choice -- every time.
Some artists want to push boundaries. Buck the norm. Skirt trends. It's what makes them artistic. Makes them stand out. The raw stuff they drew for their personal stuff is the stuff that recommended them -- until it gets neutered. Watered down. Ofttimes because you (the artist) subconsciously castrated your own creativity by offering a third idea that you thought they might want but you weren't wholly happy with.
"When will artists learn to not include the sketch they hate?"
What makes a professional is the artist who can push aside their feelings and stick the landing despite their reservations. Create the cover they don’t love — as best they can. Do I have covers on shelves that I prefer had been something else? Indeed. Do I have covers I'm embarrassed to have been published? I don't think so. I hope not.
Except for that one cover…
Good news! As soon as I published my last newsletter, legendary cartoonist, Don Simpson got the word that Kickstarter reversed their policy about MEGATON MAN: MULTIMENSIONS. ←go back it now!
Vito Delsante and I talked to Don on VITO x DINO: Episode 17 - Monocles, Ascots and Megaton Man: The Don Simpson Story:
While they were busy crafting and drawing the next part of a never-ending comic book story, I was interviewed by Amber Greenlee and Robin Fisher on PHILO episode #64.
I had the honor of talking about the art and business of comix at The Art Students League of NYC. The panel was called, “Your Comics Career: Do It Yourself,” and featured me, Olivia Fields, Mahdi Khene, and Klaus Janson, moderated by instructor Steven Walker (with Big Ups to Andrew Drilon). The event was part of League Comic Fest, March 31 – April 5, 2025.
You can see/hear us here:
It was great fun meeting & talking to legendary Lloyd Kaufman, co-founder of Troma Entertainment and director of The Toxic Avenger, Tromeo and Juliet, etc./etc. Excited for his new book, Lloyd Kaufman Interviews, edited by Mathew Klickstein. I also talked to the Troma Team about the possibility of collaborating on something cinematic together. Comedy writer Rob Kutner was also there talking about his new book, The Jews: 5000 Years and Counting. Big Ups to Jah Furry aka Jeff Newelt and his wife Erica for hosting such a grand gathering of tribes.
I just posted my latest unpublished STAR WARS pitch featuring Jango Fett for DINO+ (paid) subscribers - which also gets you access to other Star Wars and Fantastic Four stories! Future DINO+ posts will veer into other dimensions.
Meanwhile, Vito and I are joined by cartoonist, James Greene, who talks with us about his new comic book, The Windlords of Io-Wah Book One: Toll Road, artist residencies, mentorship and whether our comics are honoring those that came before us in VITO x DINO episode 18:
HEADS UP: This Weds, May 7, 2025 @7pm EST see me, Jim Mahfood and Shawn Crystal invent & draw NEW Jack Kirby New Gods while waxing comix on Inkpulp Live #28:
Please consider nominating me & my comic THE RED HOOK x DEAN HASPIEL for 'Best Cartoonist' and 'Best Single Issue or Story' at The Ringo Awards. The late/great Mike Wieringo is one of my favorite cartoonists & I'm grateful Baltimore Comic-con created these honors in his nickname. Vote here (thanks): https://ringoawards.com/
You can buy a copy of THE RED HOOK x DEAN HASPIEL via my Etsy store or directly from me.
Finally, this summer, I'll be teaching two sessions of a two-day comix making course at The North Fork Arts Center in Greenport, NY. Learn the essentials of making comix from me!
See you in the gutters!
—Dean
Instagram / Website/Blog / Nightwork Studio / Etsy / VITO x DINO
"And, even when I send the three ideas to the editor with a caveat stating which concepts I prefer, it's almost a guarantee they will pick the one you like the least."
Fucking ALWAYS!
Interesting musings on 'the third cover.' The question that pops into my mind is something like, "isn't it always a possibility they select none of your covers?" So, in effect you always have to supply the-one-you-hate-but-they-like because the worst case isn't merely drawing something boring, it could be as bad as losing the contract. But maybe I don't understand how these contracts work.