The premise behind the line was that each one-shot represented a first issue of a comic published in an alternate reality where pulp stories made a direct transition into comics without spawning superhero comics. Each one-shot came with an essay explaining the premise of the label and a detailed behind-the-scenes explanation for the ideas that led to the creation of each comic. To help maintain the premise, each one-shot had an Apparat label, with the Avatar Press label appearing only on back covers.