Aaron Haaland who attended the DC Retailer Roadshow talked about this, and how Vertigo comics got him laid (but he never got his Sandman books back).

He reports that Jim Lee said that the new Executive Editor, Shelly Bond taking over, and explained her attitude to the new position – she did a lot of great stuff at Vertigo, but she had her own ideas of some things she wanted to do and some things that she's like to try, much in the way if any store owners had worked for someone else and wanted to their own store and what they would do differently when they were the actual boss.

Aaron Haaland sells beer in A Comic Shop, folks.

He let us know that it was ecplained to him that DC see Vertigo as a place for new creators to cut their teeth and find their voice. I certainly look forward to seeing that in practice. Also that they will be sending PDFs in advance to retailers, making the first three issues of each title returnable if you order enough and paying 100% of co-op advertising costs for shop ads that promote Vertigo books.

Usually DC pays 50% of such advertising, this is a step that will ensure Vertigo is prominent on a local level, on TV, on radiuo, in cinema, in print and online.

This is what Aaron ran for Action Comics last time…

He also told us that DC/Vertigo are finally reprinting Brian K Vaughan's Swamp Thing run in collected form.