Why did this B2B publisher start a Coloring Book?

So why did Asphalt Pro, the magazine for the asphalt paving industry, decide to become a comic book publisher?

While new roads are always welcome, asphalt plans in town are rarely considered beneficial to the community, according to Chris Harrison, publisher, Asphalt Pro.

He picked up the idea for a comic book from another publisher and decided to produce Asphalt Lane, a colorful comic that illustrates how roads are made.

“Hey, if you want new roads, someone has to pave them. Might as well have a fun way to explain it to the kids,” Harrison said.

Asphalt Lane also allows Asphalt Pro Magazine to help its audience send a positive message to their community.  

“A children’s activity book designed to deliver a positive educational message to your local school children.

“The story of Asphalt Lane is a perfect opportunity for asphalt plants to use as a public relations tool.”

It is told through the eyes of Chuck the Truck and his sidekick, Chuck Jr., along with an assortment of characters.

It’s also an opportunity for a new reader revenue stream.

Asphalt Pro sells the comic book to asphalt plants for $2 a book, at a profit of about 50%. Asphalt plants often buy 500 to 1000 at a time to give to the schools in their community.

To create the Asphalt Lane,  Harrison tapped a Costa Rican artist who was “a friend of a friend.” They came up with characters like Chuck the dump truck and Pedro the Paver.

He also brings the comic book to trade shows,  where asphalt companies are likely to see it and place an order.

“We look like a great community partner.”

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