2000AD

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UK's Favourite Science Fiction and Fantasy Comic Stick in a Time Warp (oh dear).

What happens when you're the UK's most successful comic-book, have been going since the 1970s, and something as inconvenient and unforeseeable as the New Millennium comes along?

Well, if you're 2000AD - creators of Judge Dredd, Rogue Trooper, Flesh, Strontium Dog, Slaine et al - you've got a serious branding problem on your hands.

As a title, 2000AD may not sound too bad now - certainly not to us children of Star Wars who grew up with this ground-breaking comic. But what happens when the next generation of SF fans come along, the ones just being born now?

Judge Dredd

I mean, for them, this title is going to have all the resonance of a science fiction comic called 1900 !

Thus was the challenge facing the editorial team at 2000AD this January. They sat down at the table to discuss whether the comic should change its name to 3000AD. Which surely would have been a brave, bold move, worthy of its Alien Editor, the Mighty Tharg.

Of course, this being the fast-moving world of UK publishing, the tweed-clad dimwits decided to follow that most British of management business strategies, the complicated, sophisticated, flat-management practice of, yes, you guessed it, doing nothing.

2000AD was it born as. 2000AD will this comic die as (sadly in about 10 years, we suspect).

Forward management thinking, don't you just love it?

It only remains to point out the irony that one of their first most successful strips was called Flesh, the tale of how dinosaurs - and one particularly mighty T-Rex - were made extinct by humans traveling in from the future.

Ho hum.

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