The seller, should prepare for a lot of things when doing business in the Comic Con. First, you would need a booth to sell your stuff. Depending on the type of product you have (comics, figurines, general fan stuff) will give you what type of booth you need.
If you're the small type press or fan publishing company (comics, magazine, etc. ), the Small Press Area is for you. The table has reduced prices and rates, suitable for small publishers. The group responsible for receiving would be the Comic-Con's Small Press Committee, who reviews the applications and decides which publishers will be invited to display in their area. Most small-time publishers have started with the Small Press. Who knows, you might hit it big in the Comic-Con, where you are assured exposure to both your market and the big-time media.
For comic artists, the Artist's Alley is the place for you. First, you will need a valid California Sellers Permit/ Temporary Sellers Permit to be secured from the city however. Second, the table is where your 'booth' is. Therefore, all transactions will be held only, and only, in the booth. Original art work only, any copied or plagiarized artwork is subject to penalties and possible legal actions if it was copyrighted. Other information will be made available if you are able to obtain a space.
I think trying out for the Comic-Con will be the big break most aspiring artists nowadays need.
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