Here's a little thing I learned about people while working at STRIVE 12 years ago
The definition of Denial is:
Don't
Even
kNow
I
Am
Lying
Denial isn't a state of mind in the comic book industry.
No denial
is away of life there.
When people like myself try to present the
comic fan with facts they try to minimize that person’s information. Then they
try to turn said person presenting them with the facts into the villain with
deflections, shaming tactics and other manipulative tactics
In
fact, some Comic fans are in such denial about how bad things are they reach
for the cheap seats to deny the sad state of the industry.
In
their deluded eyes things are changing because sales are going up, up, and
away. A handful of books hit 100,000 sales for a few months and they think
things are going to get better. That comic sales will go back to the old 1980's numbers
Er….NO.
It’s
just the calm before the storm.
Here’s
some things comic fans need to ask themselves If things are going so well, why
do comic titles reboot every 24-36 months? Why have there been so many new #1
issues of since 1997?
In
the publishing world Cosmopolitan didn’t have to reboot. Neither did Vogue.
Even Playboy for all its bankruptcy issues the last decade still hasn’t had to
reboot and relaunch with a new first issue.
But
Marvel Comics titles have had multiple relaunches since 1997. DC Comics has had four reboots in one decade.
When
a publisher has to cancel and restart a magazine with a new first issue it’s a
sign that the business is in trouble. That it’s not reaching readers. That it’s
not appealing to customers.
And
when a company has to constantly cancel and restart magazines it’s a sign that
a company is in serious trouble.
Why
do I say this? Because I’ve seen this cycle before. Four times over. As I wrote
before in why comic reboots fail article, Things always go great for the first
25-50 issues of a comic relaunch when the A-list creative team is on board.
Then
the wheels fall off the bus when that team finishes its run.
Books
collapse around the 50th or 60th issue. These days they
fall apart around the 23rd issue when a secondary creative team is
put on the title.
For
all those naysayers, notice this: Not a single relaunched title from Marvel or
DC reached 100 issues. And the relaunches later into the decade didn’t even get
to 50 issues Some didn’t even get to 36 issues. No title can sustain itself
long-term or build on the last run of a single creative team.
Then
there are those who try to say kids read comics.
Where
are these children?
Because
I don’t see them when I’m out and about.
When
I visited Jim Hanley’s Universe here in New York a two years ago, the place was
practically filled middle aged white dudes in trench coats.
In
fact there were so many White dudes in trench coats at Jim Hanley’s Universe it
felt like I was shopping in the Empire Erotica sex shop down the block.
I
was so creeped out by my experience there I decided to NEVER go there again.
Seriously,
I haven’t seen a kid in a comic shop since oh….1995. Hell, the last time I saw
kids at a comicon was 2009.
And
most were congregated around the Manga and the video games, not at the comic
displays for Marvel and DC or at the comic vendors. No, those comic book displays were
surrounded by their fathers and grandfathers.
Where
do I see the kids at Barnes & Noble when I visit there? Checking out the
Manga. Or they’re in the Independent reader section with their Moms and Dads.
The
only people looking at the American graphic novels and the comic compilations are….Well, no
one.
The
same fools who say kids are reading comics also come to me saying Kids read
comics like Bone and Diary of Wimpy Kid.
Diary
of a Wimpy Kid? Man that’s reaching. Really Reaching.
Diary
of a Wimpy Kid is Illustrated Independent reader fiction. No matter what the
listings say it’s NOT a comic book. No matter what awards comic book people
give it it’s NOT a comic book.
And
Bone….Man, please.
Bone
has a cult following. A small one at that.
But
Bone ain’t Teenage Mutant Ninja Turtles.
Bone
ain’t even Static Shock.
Bone
won’t be the comic property that’ll revive interest in American comics. That’ll bring
new readers into the American comic book industry.
If
Bone was so popular with kids it’d be a licensing juggernaut. Like Teenage
Mutant Ninja Turtles It’d be a property strong enough to get kids running into
comic shops asking for that title. It’d be selling hundreds of thousands a
units a year.
Over
Ten years after Bone Debuted and it’s still an obscure independent title.
Nothing more, nothing less. Teenage Mutant Ninja Turtles was a self-published indie
comic in 1986 and by 1989 it was a licensing juggernaut worth hundreds of
millions of dollars.
Here’s
the litmus test for Bone: Ask a group of kids age 6-12 about the following:
Ben
10
DragonBall
Z
Yu-gi-oh
Monster
High
WWE.
Harry
Potter
Or
Disney Princesses.
Then
ask them about Bone. Count the number of befuddled faces you run into.
If
Bone were as popular as any of those properties it’d have a TV show. DVDs. Action
figures by a major manufacturer like Mattel or Hasbro. And those toys would be
sold at major big box retailers like Wal-Mart, Toys R’ Us and Target.
When
was the last time Bone had toys? 1998? 1999?
And
they were comic shop exclusive.
Comic
fans need to GET REAL.
Here’s
what the over 35-set wants to deflect attention from: The horrible truth about
the comic book industry.
Where are your products at commercial retail? Where are the comics at the racks on Target? Where are the comics on the rack at Wal-Mart? Where are the comics at the supermarket? Where are the comics at the Rite-Aid CVS, or the drugstores? Where are the comics at the newsstand? You know the places where kids GO ON A REGULAR BASIS?
Where are your products at commercial retail? Where are the comics at the racks on Target? Where are the comics on the rack at Wal-Mart? Where are the comics at the supermarket? Where are the comics at the Rite-Aid CVS, or the drugstores? Where are the comics at the newsstand? You know the places where kids GO ON A REGULAR BASIS?
And How
many comic shops are there in America? A thousand or less. In the late 1980s
early 1990s there were 10,000 comic shops.
How
many people are in the United States? 330 million.
The
best selling comic moves 100,000 units these days.
Let’s
do the math: 330 million people – 100,000 comics = 329,900,000 people not
buying comics.
That
math doesn’t add up to profitability for a comic book publisher.
Nor
do the demographic numbers .The Median age of a comic book reader is 35 and
inching towards 40.
25
percent of comic book readers are 65 and older.
And
here’s the horrible truth about the Median age of 40 in demographics. It’s the KISS OF DEATH IN
THE BUSINESS WORLD.
When
a product has a median age of 40, corporate types begin pulling the plug on
said products. When TV shows have a median age of 40 they get CANCELLED. In
television appealing to the over 40 crowd means a TV show is a FAILURE.
That’s
why soap operas are dying. The median age was 18-24 in the 1980s now it’s 40+
today and shrinking.
It’s
the median age when car companies like GM, Ford and Chrysler begin
discontinuing products. For them It’s the median age of OLD people driving stale
ass Buicks and Cadillacs, not the sporty Camaros, Cruzes, Mustangs, and Chargers
that younger buyers covet when they see young hot guys and girls driving them
rolling on the road.
No
one wants to drive their father’s car. That’s why there’s no more Oldsmobile or
Pontiac.
Why
do companies hate customers 40 and older? Because consumers over 40 are
considered old and set in their ways. Unwilling to take risks on new concepts. Unwilling
to try new products. Unwilling to spend money. Hard sells who are stingy.
In
the business world customers over 40 are considered a LOSS. There’s no way for
a business to expand appealing to them.
And
the comic book business is headed in that direction as we speak.
With
a median age of the American comic reader headed towards 40 and soon to be 50
in 10 years there’s no place for the market to expand. The audience is just
getting TOO OLD to sustain.
In
the next 10 years it’s going to get harder to sell comics. Especially in places
like comic shops.
Which
is why I’m so passionate about reaching the younger reader.
Some
say that the industry is doing things to reach the younger reader.
I’m
sorry that’s a LIE.
Sorry
the industry isn’t doing enough to reach the kids. There are 20 million kids in
the US that haven’t heard of a comic.
Then
there are others that say people 18-24 could share comics with their kids.
DUMBASSES.
Most
comic readers are MEN.
And
most 18 year old men aren’t fathers.
Besides,
Most men and women 18-24 are just starting their lives.
At
that age, most young adults today are stuck with thousands of dollars in
student loan debt. Others in low-wage jobs that pay on average of $8-$10 an
hour or at the most $35,000 a year.
On
such limited incomes Who has the MONEY to buy comics at $4.00 a copy?
Every
young person I hear from says their main priority is reducing their student
loan debt. Or focusing on another degree.
No
one is thinking about buying comics except a handful of Old White males from Generation-X who
refuse to GROW UP.
In
addition to the limited incomes and the high prices, what mom in her right mind
is going to let her husband share comics featuring rapes, mutilations,
profanity and sexual content with her children?
I’d
like to know who so I could report them to the local child welfare agency for neglect.
Today’s
comic books are totally inappropriate for children. I’ve seen content so
graphic I wouldn’t even recommend them for some adults. I really think the
people writing drawing, editing and publishing comics today have some sort of
mental health issue.
Why
am I writing this? Because I want today’s comic fan to take off the rose
colored glasses. It’s why I write any of these articles.
Change
only comes when people acknowledge the truth about themselves. And Change can
only come to an industry when the people in it acknowledge their approach to
business DOESN’T WORK.
But
God told me this industry will never change. That the people in it are FUCKED
UP.
In
such denial they literally have to see Time Warner shutting down DC comics or Disney
shutting down Marvel comics to WAKE UP.
I
love comics, but I have to wash my hands of them. I’ll say it before and I’ll
say it again It’s a lost cause.
Very good blog!
ReplyDeleteI do see 18-24 (add in ages 25-30) males in comic book stores and cons with their kids (the few that have them). Interesting enough-they all tend to be business owners, family business owners, people who work with kids (like myself), indy writers and guys living in areas with a low cost of living.
The few kids I do see touching comics-it's books that are pre2000, Archie or cartoon related. Otherwise they are fighting over mangas.
The reason why you don't see the industry going after kids is because they would mean CHANGE. Kids don't care if they see Static chilling with Superman or Black Panther & Storm as a married couple. Their FATHERS do have an issue. They hate diversity and DC is catering to them while chasing off everyone else.
There is more diversity on Young Justice then in the comics its based on.
I have to agree with you-you have to go after kids. Yes that does mean using guys like Static in books despite the hatred for minorities by the current fanbase but I would want to be around in 20-30 years. Not out of business in 10.
You do realize...Bone has sold millions of copies to children right ? I mean its not been licensed out by Smith like the TMNT but the series has sold way more beyond the direct market in commercial retail .
ReplyDeleteThere is also the errors in not realizing the industry as a whole since the 2000's have moved into more waiting on TPB's and were seeing a push towards digital. Comic sales have been up since 2000 by the way. Sure its not approaching the unbelievable number you want , but well the industry has done very well since then if you research it.
Anonymous #1, There may be an article about Racism in the comic book industry in a few weeks.
ReplyDeleteAnonymous #2,
Bone is still obscure compared to other properties. If the kids aren't talking about it on the playground, then most people don't know about it.
And If the industry is doing so well since 2000 why are there so many rebooots? Why so many relaunches?
In 2009 the industry had its worst year. Sales plummeted to under 70K on some titles and over at DC the ship had pretty much hit an iceberg. We wouldn't have DCnU if sales were doing so well under Dan Didiot's great leadership.
Here's the truth: Publishers only cancel books when the sales numbers are low. And since 1997 years we've been through three volumes of Avengers, Three Iron man volumes, Three Amazing Spider-Man volumes, Three Captain America Volumes, Three Thor volumes. A Hulk that is just a mess to figure out,
The entire DC lineup on its second or thrid and sometimes fourth volume,
And my numbers are not unbelievable. 200-300K is doable The only way to get new readers is to start getting out of the comic shops. But to build that demand the content has to attract a larger audience.
The push towards TPB's and digital mean nothing unless the industry creates content that appeals to a larger audience. The way American publishers create comics keep new readers from getting in right now. It shouldn't take six to twelve issues to get a storyline started. The customer is lost by the third. Especially when they have numerous other forms of media challenging them for attention.
Moreover, the price has to get in line with other forms of media. Right now TPB's and digital are overpriced compared to other forms of media and definitely not compared to Manga. Mangas cost $7-$9 while a Marvel or DC TPB costs as much as $16-$21.
American comic publishers have to start creating products that compete with manga and other forms of comic media.
Selling millions of copies isn't obscure. That isn't a definition of obscure at all. In fact put the TMNT against Bone in the retail market and it outsells it 9 to 1.
ReplyDeleteAnd how do you know children aren't talking about it at playgrounds ? Do you know what kids discuss and read ? Beyond the direct market ?
In 2009 the industry had its worst year. Sales plummeted to under 70K on some titles and over at DC the ship had pretty much hit an iceberg. We wouldn't have DCnU if sales were doing so well under Dan Didiot's great leadership.
I posted this on another board...but its gonna fit here. Companies do revamp and do #1's for sales as you posted sure. They also have relaunched books for writers to tell new stories . They have slid characters like Hercules , Dakon and Black Panther into long running books.
As far as relaunched go..
Amazing Spider-Man
Daredevil
Hulk
All those ran past 100 issues . Wolverine would have but they slid Dakon into taking over his title at #75. In all its beyond sales.
http://www.comichron.com/monthlycomicssales/2009.html
And this link basically shows that yes sales were down 2% in some cases from 2008. But overall the industry as a whole was still up and selling very well from the early 2000's.
The market has changed more for people waiting on the TPB now. That is where the future is.
Here's the truth: Publishers only cancel books when the sales numbers are low. And since 1997 years we've been through three volumes of Avengers, Three Iron man volumes, Three Amazing Spider-Man volumes, Three Captain America Volumes, Three Thor volumes. A Hulk that is just a mess to figure out,
Uhhh then discuss how Avengers was cancelled for New Avengers then . Or Thor was cancelled ...or Captain America as the latest volume ?
Because honestly those were more about decisions to do spinoffs and revamp books. Like I posted above ...Bendis revamped Avengers. Thor was cancelled to get a revamp by JMS. In each case the company decided to make changes and end or revamp a series.
Sure sales is great and odds are they did it for the #1 too. But a lot of the cases is ...lets end the volume and let the writer do another creative direction (as we saw with Bendis)
And DC sold 5 million copies in 2 months by doing this. I mean its not liked cancelling long term books like Action , Detective or Batman. But the results speak for them selves. Sales are up. They sold more books from this and sales overall was up more than 2011.
You may wanna do research here.Because just saying go to the newsstand market like your wanting doesn't mean it will happen due to costs involved for both parties. And even if they did go there , it doesn't mean they will sell 200,000 copies there as well.
The push towards TPB's and digital mean nothing unless the industry creates content that appeals to a larger audience. The way American publishers create comics keep new readers from getting in right now. It shouldn't take six to twelve issues to get a storyline started. The customer is lost by the third. Especially when they have numerous other forms of media challenging them for attention.
And yet the market clearly shows since the 2000's more and more have went to waiting on the trade. The fans are buying more and more TPB's. Its why were seeing so many issues of Amazing Spider-Man now. So many Uncanny X-Men. So many Avengers soon. Get enough product out there and sell the trade. Because that is where the market has been going. Digital as well ..even if its too pricey.
Except they won't and will be content making the millions of dollars they are doing now. I get Manga is great and for a few years Marvel did sell those pocket sized issues of Spider-Girl . Its what kept the series around as long as it did.