PiQ Crashes and Burns. Is ADV Next? [Updated x2]

Apparently trying to diversify from NewType USA was a mistake. Unofficial reports say that the current issue of PiQ is it’s last. So will those of us who still have an outstanding subscription get our money back, or are they going to herd us over to yet another publication.

PiQ had hoped to expand NewType’s subscription base by 10 times by diversifying it’s content.

My guess is that people who would by magazines like that had no incentive to buy PiQ over magazines that already existed that covered the same content, while PiQ’s already existing subscribers who were used to NewType ditched the magazine in droves. I had basically already decided to not renew my subscription when it was up myself, though I wasn’t going to go so far as canceling the subscription I already had.

Perhaps the more alarming news is that the person who made this public also notes that “apparently the parent company is going out of business.”

Now, last time I knew, ADV was PiQ’s parent company, unless there is a corporate layer between ADV and PiQ and that extra layer is what is being folded (assuming that part of the report is correct). ADV has been hurting for a while, and I noticed that my copy of Kanon 5 is already on backorder from RightStuf even though it was just released (though Amazon apparently has it in stock).

I really hope this doesn’t mean that ADV is going down as well. If so, that would mean we would effectively have only 3 major anime distributors left: Funimation, Bandai Entertainment, and Viz.


Apparently a PiQ LLC exists, with offices at the same address as and is itself owned by ADV. Whether the reference to “parent company” just meant PiQ LLC or meant to include ADV, I don’t know, and from the sounds of it, the author of the post doesn’t necessarily know for sure either.

Update II:

The PiQ webpage makes it official:

It’s unfortunate that we’ll never get a chance to see how successful PiQ could have been, but a combination of low advertising revenue, poor business management and a lack of proper marketing and promotion all hamstrung the magazine from the start. We, the editorial/creative/production staff, did the best we could to put together a quality publication, but as we’ve discovered, without a good financial backing, it’s all an exercise in futility.

So basically the reasons for this were:

  1. We tried to re-launch a formerly anime and manga based magazine into an already saturated market, and for some reason no one wanted to buy ads in it
  2. We wasted money
  3. We didn’t advertise ourselves, and
  4. ADV screwed us over

As nckl notes in the comments, I’m not sure I would advertise that you basically drove your magazine into the ground via “poor business management” but oh well. Actually, it kind of sounds like some guy who decided to give ADV the middle finger just as he’s walking out the door to me. The “exercise in futility” especially seems to make it read like that. It’s not just a “we’re going bye-bye” announcement, it’s a “we’re going bye-bye, and these are the reasons why we are but didn’t have to if the people above me weren’t morons.”

Look at it: complaining about poor business management and bad financial backing…those would seem to be targeted at either the people put in charge of PiQ LLC or towards ADV itself – especially the part about financial backing.

As for those of us with subscriptions, they say they will have “more details later.” If they’re just going to refund money, I don’t know why they wouldn’t just say so, which means that we’ll probably eventually get our money back in some sort of round-about way.

13 thoughts on “PiQ Crashes and Burns. Is ADV Next? [Updated x2]

  1. What is (even more) disconcerting to me is the *official* announcement on the PiQ website that states that “poor business management” was one of the reasons for its downfall. I don’t know if that’s something that should be put out there so publicly and matter-of-factly like that. :D

  2. Those reasons you listed all sound logical, but my money would be on #4. And to answer the title of your post…yes.

  3. PiQ was a BAD idea. As you pointed out, they tried to enter an already saturated market and failed miserably. Perhaps they should’ve only dumped the NewType name, but kept the content largely the same (except be much more timely with the business news).

    Ah, but this is ADV. Did they ever have any success outside of the video biz? Toys: dead. Music: DOA. Manga: massive flop. Anime Network: dying. And now, print: dead.

  4. Eventually my final 6 months of my NewType subscription (which turned into a year subscription for PiQ) will run out! lol

  5. Pingback: MangaBlog » Blog Archive » PiQ magazine folds

  6. Has anyone else noticed that the link to the PiQ Mag site for the last issue displays this message now:

    “Sorry, no posts matched your criteria.”

    Kind of makes me thinks that ADV is going to try and play this one like they did NewType. I didn’t know about that one going down till I got the first issue of PiQ instead of my Subscription to NewType USA.

  7. PIQ was a bad idea from the start. It’s sort of like handing a gun hunter a mag. on how to hunt hunt with a bow. Anime people like my self have no real interest in anything but anime and manga. Newtype USA was awesome. They tried to fix something that just was not broke. Any anime fan could have told them that. The sad part is the anime fans are the cause of all this mess. Buy!!! Don’t down load!!!! If you do your a criminal as sure as you stole off the stores shelf.

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