Reactions to the submission package were mixed.
February 17, 1988
Dear Mr. Adams:
Thank you very much for sending us your interesting feature, "Dilbert".
We were impressed with the quality of the work and in your obvious
credentials.
After carefully evaluating your material, however, we don't feel that we
can successfully syndicate it at this time. This is no reflection on the
quality of your work or of your ideas. Rather, it is our assessment of
what will sell in today's newspaper market.
If you should develop another feature idea, we would be very interested in
seeing it.
Wishing you the very best of luck, I am,
July 6, 1988
Dear Mr. Adams:
I apologize for the lengthy delay in responding to your submission.
"Dilbert" arrived at about the same time as I began work at King
Features. I liked "Dilbert" enough that I placed it in a small stack of
submissions that I wanted to reply to personally. Unfortunately, it has
taken me this long to settle into my job enough to have the time to
respond to the better submissions we receive.
We are not going to syndicate "Dilbert," but I did want to write to
encourage you in your career as a cartoonist. I am most impressed by the
writing and sense of humor in "Dilbert." The art needs to be developed to
an equal level. Your lettering should be larger and try to using all
capital letters. The characters are well designed, but the finished art
needs to be more polished.
Look at existing cartoon work that you like and experiment with different
techniques and materials. Just drawing cartoons frequently is the best
way to improve.
Again, sorry for the delay in getting back to you and please continue with
your cartooning.
March 23, 1988
Dear Mr. Adams:
As you may recall, a while back you and I discussed the cartoons that you
sent to my syndicate. Well, I've continued to think about your work-
especially about the fact that you could benefit from working with a
collaborator who may be more accomplished as an artist but whose sense of
humor meshes with yours.
I've enclosed the work of three unsyndicated cartoonists whose work I
like. They have in common with you a gift for the imaginative gag and the
quiet punchline. You might like to look their work over.
I have no idea about whether or not they want to collaborate. But I do
STRONGLY suggest that you contact them and let me know how your dealings
with them go.
Good luck!
The editor called me when he saw my submission of Dilbert for
syndication. He suggested I take art classes. He later sent this letter
with samples of work from cartoonists. He suggested I team up with
somebody who could actually draw.
February 17, 1988
Dear Mr. Adams:
Thank you for submitting your feature which we are returning herewith.
Our editorial board considered the material, and it is their opinion that
we could not successfully syndicate your feature at this time.
We appreciate your having thought of us.
Dear Contributor:
I regret that it is necessary for us to respond to your submission with an
impersonal letter. However, the volume of materials being submitted
exceeds our ability to write personal responses quickly.
I want to assure you that we have reviewed your feature submissions
carefully. This rejection does not necessarily reflect on the editorial
value of your work, but may be motivated by matters of scheduling and
marketing.
Thank you for allowing Universal Press Syndicate to review your work.
Again my apologies for the necessity of responding in this impersonal
manner.
Best regards.
Universal Press' parent company, Andrews & McMeel, now publishes
the Dilbert books.
Fortunately, United Media's comics editor saw potential in Dilbert. I got a call from Sarah Gillespie, VP of comics at the time, and she offered me a development contract. I accepted. The first Dilbert strip was published in April of 1989. Now it runs in over 2000 papers. United Media does the business stuff (selling, marketing, promotion, billing, distribution, this Web site, etc.) and I do the cartoon-making. It works pretty well.
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