the book:
I worked at the shop when this thing was put on its feet; didn't do much really. Framed the art for a blast off party and sold some of these Mecenas Editions. The boss was (and still is) a creative guy when it came to conquer the market by filling holes and even creating holes to fill. We had a good team at the time, one guy was completely off his socks and new about most of the mainstream stuff, another one was into the gothic kind of stuff, for which there is an amazingly large market, I was responsible for framing art and serial prints and specialist for the "high-brow" european stuff like Tardi, Pratt, Boucq, Loustal etc. The boss did most of the other non-book stuff like statues and pins and whatnot. It was a good team and I had a good time (and left most of the money I earned at the store).
We just announced this mecenas thing, had some leaflets printed with nice artwork drawn for the occasion, and had the customers sign up for the thing, they had to pay in advance (w/ money-back guarantee should less than 30 of these be sold), and would receive the deluxe edition, which was a B&W version of the normal book about A3 size, the size of the original pages. Such B&W books look splendid but can be made rather cheaply, maybe 30-50 EUR a piece. The remains of the money went into the first print run of the regular edition; the Mecenas people received a copy of that one as well, signed and numbered by the artists: There was an additional "regular deluxe" series of 100 of the normal print run, signed & numbered, with a nice small silk print, again a bit of extra money to put into the next print run/next title/project. Such "deluxe" stuff is a little goldmine if you do it the right way.