 Inspired by the paid integration of real brands in the television series "Mad Men", Kurtz reasoned that his video game webcomic was already advertising various established brands anyway.Through this deal, Wizards of the Coast became an official sponsor of the webcomic for that period.In 2002, online publisher Joey Manley launched Modern Tales and Serializer, primarily subscription-based webcomics collectives featuring a select group of established webcomic creators.