A group of vets in the pop culture industry has formed to launch Endpaper Entertainment. The company is focused on developing new content for novels, comics, graphic novels, film, TV, podcasts, SVOD, audiobooks, and merchandise.

The new venture began to form a year ago and was co-founded by CEO Rich Johnson. Johnson is a former executive at Lion Forge and DC Comics and co-founder of Yen Press. Syndee Barwick is the other co-founder and president of the company. Barwick was the founder of Mythic Media Management and also a former DC executive.

Rounding out the team are chief creative officer Jonathon Gilbreath, a producer and director of immersive theater and VR; chief content development officer James Killen, longtime Barnes & Noble buyer for graphic novels, sci-fi, and fantasy; and chief business development officer Kris Longo, formerly with DC and founder of Geek Riot Media.

Content will produced through partnerships with freelance creators, book packagers, and media production houses.

In the announcement, the most interesting aspect was a focus on finding the right platform for the story. The company won’t just place stories in any and every format available, instead things will be tailored for where they work best.