The line between reality and rumor often blurs in the world of comic book journalism, a dynamic playfully highlighted recently by a conversation between Marvel Comics SVP Tom Brevoort and podcast host John Siuntres on the Word Balloon podcast. Brevoort jokingly questioned whether Rich Johnston, a well-known comic book news reporter, was truly who he claimed to be, prompting Johnston to affirm his own existence – and a wider discussion about the art of carefully worded statements within the industry.
The exchange, which occurred during a broader discussion about the challenges of reporting on the often-secretive world of comic book publishing, centered on Johnston’s reputation for breaking scoops, sometimes before companies are ready to reveal them. Brevoort’s comment, “Well, really, who is? Even Rich isn’t, even Rich isn’t Rich Johnston,” was delivered with a playful tone, but it touched on a long-standing dynamic between publishers and those who cover them. The incident underscores the delicate balance between information control and the public’s appetite for news in the fast-paced world of comics.
Johnston, who writes for Bleeding Cool, responded with characteristic humor, confirming his identity with a self-aware check in the mirror and a nod to his phone’s facial recognition software. He acknowledged a history of occasionally ruffling feathers with his reporting, stating, “I do like Tom Brevoort, even though I have in the past given him cause to shout in my general direction.” But the exchange also sparked a conversation about Brevoort’s own skill at crafting responses that are technically accurate, even when appearing to deny or deflect criticism – a tactic now affectionately known within the comic book community as “Brevoorting.”
This “Brevoorting” technique, as Johnston explained, involves a precise placement of words that allows for deniability while remaining truthful. He cited a past instance involving a Bleeding Cool scoop regarding Marvel’s cancellation of the Fantastic Four comic book and a reduction in the prominence of the X-Men line. According to Johnston, this decision stemmed from then-Marvel Comics chairman Ike Perlmutter’s frustration with 20th Century Fox’s handling of movie rights for the X-Men and Fantastic Four franchises.
When questioned about the report at the time, Brevoort responded to reader concerns by stating, “My denying rumors isn’t likely to preserve anybody who’s prone to paranoia from panicking. But really, does this even seem remotely plausible to people? Does it make any sense? Folks have a exceptionally strange idea as to the way a business is run.” Johnston notes that this statement, while not a direct confirmation, allowed Brevoort to avoid a direct lie while casting doubt on the report. The scoop was later fully confirmed by then-Fantastic Four writer Jonathan Hickman, proving Bleeding Cool’s reporting accurate.
Ike Perlmutter, a businessman with a long history in corporate investment – including roles at Revco drug stores, Coleco Entertainment, and Toy Biz/Marvel Toys – served as chairman and CEO of Marvel Entertainment for many years, according to his Wikipedia profile. He also reportedly developed a close relationship with former President Donald Trump, acting as an unofficial advisor within the Department of Veterans Affairs. Perlmutter has also been involved in legal battles, including a seven-year libel suit recently won against Canadian tycoon Harold Peerenboom, as reported by Roy Black.
The playful exchange between Brevoort and Siuntres, and Johnston’s subsequent commentary, offers a glimpse into the often-complex relationship between comic book publishers, journalists, and fans. It highlights the importance of careful communication, the power of a well-placed word, and the enduring fascination with the inner workings of the industry.
As the comic book landscape continues to evolve with the rise of streaming adaptations and shifting ownership structures, the role of independent reporting and the ability to navigate carefully crafted statements will likely remain crucial for fans seeking accurate information. The dynamic between publishers and reporters, as exemplified by this recent exchange, will undoubtedly continue to shape the flow of news and influence the conversation surrounding the world of comics.
What are your thoughts on the interplay between comic book publishers and the media? Share your opinions in the comments below!
