17/12/2023
MONDO:THE PLAN.
AS the realisation takes place in everyone’s mind that mainstream comics aren’t selling very well, we noticed a certain comic creator accusing ‘woke’ outlets of not offering solutions.
Well, being raised on superheroes, we’re on the side of ‘caring about other people’ and even have the testimonials to prove where we’ve done that, so we’re happy to offer up some ideas that might help:
1. EXPOSURE: we make this point frequently but it remains astounding that the amount of comic sourced media has not increased the sales of the comics. The preorder sales have continued to decrease since the 80’s with a few blips.
PART of the problem is that the dozens of films and related television shows don’t actually advertise comics. People have become trained to sit through the credits of a Marvel film to wait for She-Hulk to twerk or something. Why not, say, bunch up the names of the Best Boy and Assistant Best Boy onto one screen and post some images of the related comics in that credit sequence? The first step has to be using the largest platform possible to show people what the product looks like. And with that in mind;
2. ABSOLUTELY IGNORE THE COLLECTOR MARKET.
Let’s be clear and clarify the definitions before we go on. We have many, many comics. We did not collect them. We ACQUIRED them as a side effect of wanting to READ them.
The collector is not there to read. They are there to collect the thing and it is irrelevant what the thing is as it’s only being collected for investment purposes.
Because of the pandering to the Fisher Price Stock Exchange, the public face of comics is an embarrassment. CGC deals, Loot Crates for ‘collectibles’, guides to checking off those key issues, grail lists. Comic COLLECTORS do not sustain comic shops and all of this butterfly collecting mania is at the very best a distraction from the actual function of a comic, which is…
3. COMICS ARE FOR READING.
A fact that really should not need pointing out but apparently has been forgotten. The essence of a comic is to provide serial fiction. You read an issue. The story grabs you enough to want to come back for the next bit. Then the clever person behind the shop counter notices that you’re picking up ‘Where The Body Was’ by Brubaker & Phillips and suggests you pick up Eisner’s Spirit, Torso by Bendis or Frank Miller’s Sin City. Inspired by your enjoyment of these works, you check out more of their back catalogue.
But it starts with someone reading a thing and wanting to know what happens next.
This was what went quite wrong with comics in the 90’s. Less effort was paid to creating a complete story and more on investment driven first issues designed to attract speculators who will never read them anyway. The books that continue to be reordered are those that ignored attempting to create cheap buzz and got from the beginning to the conclusion. Preacher, Sandman, From Hell, Strangers In Paradise, Bone, Sin City, Fables.
4. MANGA GOT IT RIGHT. GET OVER IT.
Western comics: Hidden in odd shops with a ludicrously out of whack cover price, a variety of covers, relaunched every time a Disney accountant sneezes, no end in sight to any story and the idea of collecting a complete run of any character is frankly laughable.
Seriously, try it. You want to read each Daredevil story in chronological order? You’ll need to plough through the Essential, Marvel Masterworks, Marvel Now, Epic collections (not THAT Epic that Marvel created but the other one.), Taschen Editions, Visionaries and stand alone stories released outside of any chronology like Born Again, Fall From Grace or Man Without Fear. Some of those books may well be out of print.
And then you hear about this cool thing called Chainsaw Man. Your local newsagent/vending machine/library has the most recent Shonen Jump, you decide you like it but the story is quite deep in now, so you want to catch up. You go to your local bookshop and pick up Volume 1. You read it and pick up Volume 2. If your local bookshop hasn’t got it, it’s definitely in print or other websites can supply it. Or you can read it on Viz Media’s website.
Manga has made sure that the work is consistently available to as many people as possible and made sure as many demographics are served as possible. Which leads us to our next potentially controversial point….
5. RARITY IS A FAILURE, NOT A VIRTUE.
We used to have two evergreen sections in Comic Showcase. One for Underground Comix and the other for books of interest. We mention this to make the point that there are quite a few comics that will continue to sell outside their initial release.
People were still willing to buy back issues of Zap!, Arcade, Weirdo, Eightball, Hate, Jay & Silent Bob, The Blair Witch Project but obviously they had to be able to see them to buy them. Oni and Fantagraphics were clever enough to keep these books in print but the point remains; some comics have an interest window outside their release and they can’t be sold if they’re paywalled off for the collector’s market.
Our worry is that, say, the upcoming Sin City comic by Frank Miller and Milo Manara will be underordered, dumped half cover art on display behind the reprint of Secret Wars and sells out.
That’s great for the flippers but of no benefit to Frank or Milo. Once that print run is gone, they don’t see money from subsequent sales. Ideally, if you’re a publisher, you DONT WANT YOUR COMICS TO SELL OUT. You don’t want them on the back walls of comic shops or on eBay selling for high amounts as that immediately creates a limit on the subsequent issues you can sell.
‘Yaay, we have sold out of this thing and can no longer exploit it for further sales.’ is a failure.
So in summation, the goal ought to be the material advertised using the largest platforms possible, in as many venues that young people frequent that can be accessed with an eye to using formats/prices people like and STORIES that drive the reader to come back. ‘Hot books’ sold for mark up are a short term salve that ultimately restrict the long term sales of the title and inaccessibility is not a virtue.
Also slabbing is for rubes and suckers but you knew that.