User:TheJoebro64/drafts/Vert

Vertigo Comics, also known as DC Vertigo or simply Vertigo, was an imprint of American comic book publisher DC Comics started by editor Karen Berger in 1993. Vertigo's purpose was to publish comics with adult content that did not fit the restrictions of DC's main line, thus allowing more creative freedom. Its titles consisted of company-owned comics set in the DC Universe, such as The Sandman and Hellblazer, and creator-owned works, such as Preacher and Fables. The Vertigo branding was retired in 2020, and most of its library transitioned to DC Black Label.

Vertigo grew out of DC's mature readers' line of the 1980s, which began after DC stopped submitting The Saga of the Swamp Thing for approval by the Comics Code Authority. Following the success of the 1986 miniseries Batman: The Dark Knight Returns and Watchmen, DC's output of mature readers titles, edited by Berger, grew. By 1992, DC's mature readers' line was editorially separate from its main line and Berger was given permission to start her own imprint. Vertigo was launched in January 1993, with a mix of existing DC ongoing series and new series.

Although its initial publications were primarily in the horror and fantasy genres, over time Vertigo published works dealing with crime, social commentary, speculative fiction, biography, and other genres. Vertigo also adopted works previously published by DC under other imprints, such as V for Vendetta and Transmetropolitan. The imprint pioneered in North America the publishing model in which monthly series sold through comic book shops are periodically collected into editions which are kept in print for bookstore sale. As DC's most popular and enduring imprint, several Vertigo series won the comics industry's Eisner Award, including for "best continuing series", and were adapted to film and television.

The imprint began to decline in the 2010s, as certain properties like Hellblazer and Swamp Thing were re-integrated into DC's main comic books, while Berger departed in 2013. Berger's departure was followed by a series of editorial restructures, culminating in the imprint's relaunch as DC Vertigo in 2018. However, the relaunch suffered a multitude of setbacks, including numerous cancellations. After months of speculation, in June 2019 DC announced that Vertigo would be discontinued as part of a plan to publish all the company's comics under a single banner, with DC Black Label taking its place as DC's mature readers' imprint.

Background and creation
Before 1954, American comic book publishers such as DC Comics were largely free to uncensored content, and public concern over the influence that gory and horrific comic book content could have on children began to rise. DC responded with a mild form of self-censorship, but still received frequent criticism. The concerns, however, lacked scientific backing until the release of Fredric Wertham's 1954 book Seduction of the Innocent. Wertham was convinced that mass media (especially comics) was responsible for the rise in juvenile delinquency, violence and homosexuality, particularly in young males. He rallied opposition to this type of material in comics, arguing that it was harmful to the children who made up a large segment of the comic book audience. The Senate Subcommittee on Juvenile Delinquency hearings in 1954, which focused specifically on comic books, had many publishers concerned about government regulation, prompting them to form the Comics Code Authority (CCA) instead. The CCA banned all horror and sadism from comics, and also enforced strict rules on romance and violence. The majority of the Code's rules remained intact until the end of the 1960s, when the restrictions on horror were lifted.

Virtually all mainstream comics were published with the approval of the CCA until English writer Alan Moore began scripting DC's The Saga of the Swamp Thing in 1984. The CCA rejected issue #29, "Love and Death", over a two-page incest sequence. The series' editor, Karen Berger, personally thought the issue was excellent, and DC chose to publish the issue without the CCA's approval. Afterward, the CCA continued to reject future issues, so DC stopped submitting it altogether. This made The Saga of the Swamp Thing the first comic to ever ignore the CCA. In 1986, DC launched two influential limited series—Frank Miller's Batman: The Dark Knight Returns and Moore's Watchmen—that became national sensations due to their dark themes and mature writing. Berger began to recruit more writers from the United Kingdom, such as Neil Gaiman, Grant Morrison, and Peter Milligan; Berger "found their sensibility and point of view to be refreshingly different, edgier and smarter". DC was inspired by the success of Watchmen and The Dark Knight Returns to start publishing more adult-oriented books, and created an advisory label that read "Suggested For Mature Readers". Titles published under the label included Swamp Thing, Hellblazer, The Sandman, Doom Patrol, and Shade, the Changing Man.

By 1992, these comics were editorially separate from DC's main line of books. According to Berger, most people at DC called them "Berger Books". While on maternity leave, Berger received a call from her boss asking if she would come back afterward to do "more of the cool stuff" she was known for. "They asked if I would like to have an imprint. It was all very simple,” Berger said. “So, I came up with the publishing plan, and just sort of just took it from there." At the end of 1992, DC began to prepare to launch Vertigo with the release of Vertigo Preview, a comic featuring 12 two-page previews of titles that would be published under Vertigo, as well as an exclusive seven-page Sandman story.

1990s
Vertigo was launched in January 1993; its issues were cover dated March 1993. The imprint's launch titles were a mixture of existing DC ongoing series and new limited series. The first original title published under the imprint was Death: The High Cost of Living, a three-issue Sandman spinoff series written by Gaiman and featuring the DC Universe character Death on adventures centuries before the events of The Sandman. The High Cost of Living was joined by several comics originally planned to be published by Disney Comics' aborted Touchmark Comics imprint (analogous to their mature-audiences Touchstone Pictures studio) before the "Disney Implosion" of 1991 caused it to be abandoned. Touchmark Comics was to be run by former DC editor Art Young, but when it was canceled, both Young and the works were brought to Vertigo, allowing Berger to expand the imprint's publishing plans. Existing ongoing series branded under Vertigo included Sandman, Hellblazer, Shade, Doom Patrol, Animal Man, and Swamp Thing.

New series started shortly after Vertigo's launch. One of the first new titles was Sandman Mystery Theatre, a Sandman companion by Matt Wagner that chronicled the exploits of Wesley Dodds, the character who used the Sandman moniker in Golden Age DC comics. Black Orchid and The Books of Magic, originally published as limited series under DC's main line, were picked up as Vertigo ongoing series, as was Kid Eternity. Many new creator-owned works began publication under Vertigo. Morrison's The Invisibles, a tale of a secret organization's rebellion against physical and psychic oppression, began in 1994 and ran for 59 issues over the course of six years and three volumes. One of Vertigo's most successful and influential series, Irish writer Garth Ennis's Preacher, began in 1995. Lasting for 66 issues, Preacher was noted for its humor and social commentary, with IGN calling it "unforgettable". One acclaimed creator-owned title, Transmetropolitan, began under DC's Helix imprint but was adopted by Vertigo when Helix was retired.

Spinoffs of Vertigo comics began to appear. Numerous Sandman-related series—such as WitchCraft, The Dreaming and The Sandman Presents—were produced. Preacher's primary antagonist, the Saint of Killers, was the subject of a four-issue limited series in 1996. Alternate versions of the Vertigo imprint were launched. These include Vertigo Visions, which allowed writers to introduce DC Universe characters to the Vertigo line; Vertigo Voices, which allowed writers to produce completely creator-owned one-shots; and Vertigo Vérité, which was designated for realistic stories. Minor DC Universe characters were also given their own Vertigo titles; for example, three limited series featuring Jonah Hex—Two Gun Mojo, Shadows West, and Riders of the Worm and Such—were produced throughout the decade. The line was a success, with its titles receiving acclaim and performing better commercially than other DC imprints.

2000s
To celebrate the new millennium, in 2000 Vertigo started a promotional "V2K" brand. Titles published under V2K included Totems, a one-shot featuring the DC Universe characters published under Vertigo, and Pulp Fantastic, a detective story.


 * https://books.google.com/books?id=i4cOAwAAQBAJ&pg=PA47&lpg=PA47&dq=vertigo+v2k&source=bl&ots=4fbMSIjJSZ&sig=fu8GYEDDHFnbLfn9T0UcnY54SHg&hl=en&sa=X&ved=0ahUKEwjXnIvAoMzbAhXOzVMKHfGUAWE4ChDoAQhJMAI#v=onepage&q=vertigo%20v2k&f=false

2010s

 * https://aux.avclub.com/sandman-universe-begins-the-vertigo-comics-revival-by-r-1828229718
 * https://www.bleedingcool.com/2019/06/04/after-twenty-six-years-dc-comics-rumoured-to-close-vertigo/
 * https://bleedingcool.com/comics/recent-updates/karen-berger-confirms-dc-characters-to-leave-vertigo/
 * https://www.vulture.com/article/how-vertigo-changed-comics-forever.html

In June 2010, journalist Rich Johnston reported on his website Bleeding Cool that all Vertigo characters who originated in the mainstream DC Universe would return to DC's main line of comics; this change, mandated by DC co-publisher Dan DiDio, had resulted in the cancellation of a new Vertigo Swamp Thing series. The following month, Berger confirmed this news, making Vertigo a strictly creator-owned imprint with some exceptions. The change came because DC wanted to make these characters "exploitable properties" for parent company Time Warner. Hellblazer was initially unaffected by this change, but was canceled with issue #300 in 2013 and replaced with the main line's Constantine.

In December 2012, Berger announced she was departing. She left her position in March 2013, but continued to act as a consultant on some Vertigo series for a short while. Berger told The New York Times that she "quit to pursue new challenges", later elaborating that DC "had gone through a lot of major changes in terms of its leadership and we weren't exactly on the same page with how Vertigo was perceived and Vertigo's value to the company". However, Johnston reported in 2019 that she had been fired after DC demoted her by placing Vertigo under the control of Hank Kanalz and Bob Harras. Berger was replaced by Shelly Bond, who had been editing for the imprint since 1993. In 2016, DC restructured Vertigo, eliminating Bond's position, and oversight of Vertigo was placed under Jamie S. Rich until May 2017, when Mark Doyle became the new editor. In 2018, DC announced the Vertigo line would be relaunched and rebranded as DC Vertigo, including 11 new ongoing titles planned for the coming year, under Doyle's editorship. The relaunch included The Sandman Universe, a new sub-imprint based on The Sandman with four new ongoing series, announced in March, and seven new series announced in June.

The relaunch experienced a number of complications. Border Town by Eric M. Esquivel and Ramon Villalobos dealt with immigration and Latino identity, for which Esquivel received death threats in advance of its publication. The series was well received by critics, but after four issues were published, Esquivel was accused of sexually and emotionally abusing a former partner. Villalobos and colorist Tamra Bonvillain withdrew from the project, and DC canceled the series, including issues that were ready for publication. Meanwhile, Second Coming by Mark Russell and Richard Pace came under criticism from Christians and conservatives who considered its announced premise—in which Jesus Christ returns and lives as a roommate with a modern-day superhero—blasphemous and offensive. DC editors also demanded major changes to Second Coming because it feared a repeat of the controversy surrounding Batman: Damned, the debut title of DC Black Label. As a result; the series was canceled before the first issue was published; Russell and Pace later published it to critical acclaim through Ahoy Comics. Safe Sex by Tina Horn and Mike Dowling was also canceled before its debut and published as SFSX by Image Comics.

In June 2019, Johnston reported that he had been informed that, despite new comics being planned, DC was planning to close Vertigo. He wrote that "word [came] rather rapidly to make the change", which included contract revocations, creator-owned works being returned to their creators, and certain comics being moved elsewhere in DC's lineup. Shortly afterward, DC confirmed that the Vertigo brand, alongside DC Zoom and DC Ink, would be retired in January 2020 and replaced by three new age-banded labels. Vertigo titles were set to either conclude or transition to DC Black Label, which would replace Vertigo as DC's mature readers imprint. In a statement, editor-in-chief DiDio stated: "We're returning to a singular presentation of the DC brand that was present throughout most of our history until 1993 when we launched Vertigo to provide an outlet for edgier material. That kind of material is now mainstream across all genres, so we thought it was the right time to bring greater clarity to the DC brand and reinforce our commitment to storytelling for all of our fans in every age group. This new system will replace the age ratings we currently use on our material."

- Dan DiDio

Effect on the industry

 * https://www.nytimes.com/2013/05/30/books/comics-mother-of-the-weird-stuff-is-moving-on.html
 * https://ew.com/books/2019/06/21/dc-comics-shutters-vertigo-imprint-reorganization/