Robert Kirkman once received criticism from readers about publishing a story in Playboy – something the author said was a “stunt,” one designed to get fans of The Walking DeadTV series to pick up the comic, and hopefully, to keep reading comics after that. Whether fans agree with this tactic or not, revisiting this moment in the comic’s history offers some fascinating insight into Kirkman as a creator.

The Walking Dead Deluxe #97 – written by Kirkman, with art by Charlie Adlard – reprints the issue’s original fan letters section, in which the author defended his decision to publish a story in Playboy Magazine. In 2012, fresh off the introduction of Michonne in the television series’ second season, Kirkman decided to do her origin story.

However, rather than telling Michonne’s backstory within the main comic series, Kirkman opted to release it as a special six-page story published exclusively in the April 2012 issue of Playboy magazine, which he explained was done deliberately to draw in new fans.

Robert Kirkman Explains His Controversial Decision To Publish A Michonne Story In Playboy As A “Stunt”

The Walking Dead Deluxe #97 – Written By Robert Kirkman; Art By Charlie Adlard; Color By Dave McCaig; Lettering By Rus Wooten

As made clear by the fan letter printed in The Walking Dead #97, and now reprinted as part of the Deluxe edition of the series, Kirkman’s decision to reveal key insights and background on Michonne in Playboy didn’t sit well with some segments of The Walking Dead fandom. Many fans were outright disgusted by the move. In response, Kirkman explained his rationale behind the move:

Let’s set aside whatever opinion you have for Playboy for now and let’s just recognize that there are a large number of people reading Playboy that do not read comics. Same as there is a large number of people watching The Walking Dead.

That Michonne story was a STUNT…A stunt to get people to read comics. Admittedly, in particular MY comics, but in theory, only at first. You watch the show, you see the comic in Playboy, you buy a Walking Dead trade…if you like it, you get all the volumes, when you run out – you might eventually seek out OTHER books if you like it…

As explained by Kirkman, his goal with the Michonne story in Playboy was to generate attention for the series.

This answer might not satisfy everyone – but it is a real answer, in which Kirkman does not seek to obscure his motivations, or equivocate about the purpose of the “stunt.” At a time when the Walking Dead series was still gaining momentum, and the franchise was truly becoming the phenomenon that it evolved into, the author was willing to take a chance in order to capitalize on that. In his estimation, it was ultimately a move that he was willing to stand by – and that he believed benefited more than just himself, but the industry as a whole.

For Kirkman, Increasing Awareness Of The Walking Dead & The Comics Industry Was The Goal Of The Michonne “Stunt”

Was It Successful?

Kirkman considered the Michonne Playboy story as a strategic opportunity to boost the popularity and sales of The Walking Dead comic book franchise, while also expanding the broader comic book readership. Consistent with his acknowledgment that the publication was a stunt, Kirkman argued that it benefits not only himself, which is to be expected from an independent artist, but also comic book enthusiasts, including the critical fan themselves. By making comics more accessible, Kirkman believed the stunt had a positive impact on the community.

Robert Kirkman’s stunt was intended to be one small step for The Walking Dead franchise, but a significant leap for comic fandom, though the true extent of its influence may never be entirely clear.

As he summed up in the Walking Dead #97 letters section:

I’m willing to bet that Playboy Michonne story got us at LEAST one new lifetime comic reader…Could be 10,000, could be 500…but I KNOW it got us at least one. So, isn’t that a good thing?

If he’s right, and someone who likely would never have considered reading a comic book – or The Walking Dead – if it hadn’t appeared in Playboy, then many readers will be hard-pressed to argue with his logic. In this sense, Robert Kirkman’s stunt was intended to be one small step for The Walking Dead franchise, but a significant leap for comic fandom, though the true extent of its influence may never be entirely clear.

The Walking Dead Deluxe #97 is available now from Image Comics.