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Promotion<br />
As one of the early adopters of webcomics with a very targeted audience, there is no need for<br />
promotion as word-of-mouth spreads fast within the tight gamers community. Even a fan gathering<br />
soon turned out to be a large-scale festival called Penny Arcade Expo (PAX) for console, PC and<br />
game enthusiasts that was not included in the original business plan. They also started a charity fund<br />
called “Child’s Play” in 2003, to deliver toys and video games to children in hospitals around the<br />
world. There is even an on-going reality game show called “Strip Search” for web cartoonists. The<br />
show is aired on their website via Youtube every Tuesday and Friday, sponsored by MAGIC The<br />
Gathering (trading cards company), Comic Con, Power Notebooks, COPIC (graphic markers<br />
manufacturer), WACOM (graphics tablet manufacturer) and their own fund raising campaign<br />
conducted through Kickstarter.com (Exhibit 5-1).<br />
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