An idea for increasing comic book sales

[mikefalcon]

I believe the following idea will get comics in the hands of more kids. I started thinking about this once I heard Thor:Mighty Avenger was canceled.

Would it be difficult to start a new line of, let's say, Marvel comics for the mainstream?

This Marvel Mainstream line would feature comics on "pulpy" paper, for about $1.99, the stories would be mostly stand-alone, the cover indicia would just reveal issue month/year (so the consumer wouldn't feel like they're missing anything, as opposed to seeing issue #14 on the rack and thinking well I've missed the first 13 - never mind), and these cheaper comics, which feature closer to G/PG-rated stories or older classic tales, would be available at grocery stores and the big box retailers near the check-out.

Let's the direct market continue as is. The DM will be a haven for collectors, completists, serious readers and those interested in "universal" or in-continuity stories and crossovers. The DM is where you'd find me and most of us, I assume.

I don't see any harm being inflicted to the DM stores; in fact, the Marvel Mainstream could eventually steer people to the DM if handled properly.

However, easily finding a 50-page comic for a couple bucks featuring either new stand-alone tales or classic inventory issues would be a treat for my son, and I'm sure millions of other kids.

The challenge would be working out the partnerships with the new mainstream retailers.

Thoughts?

[optichouse]

This Marvel Mainstream line would feature comics on "pulpy" paper, for about $1.99, the stories would be mostly stand-alone, the cover indicia would just reveal issue month/year (so the consumer wouldn't feel like they're missing anything, as opposed to seeing issue #14 on the rack and thinking well I've missed the first 13 - never mind), and these cheaper comics, which feature closer to G/PG-rated stories or older classic tales, would be available at grocery stores and the big box retailers near the check-out.
Thoughts?

I imaging the biggest problem would be getting grocery stores/big box retailers to open up that valuable rack space to new product. I'm sure Marvel would love to have that level of exposure.

[mikefalcon]

I agree; that is the challenge. But I think it's worth the effort. Mr Brevoort, I'd be happy to tackle this one.

[Brandon Hanvey]

While a nice idea, the logistics and costs probably wouldn't work for the way publishers are currently setup.

Your proposed price for the comics $1.99 for 50 pages would be hard to turn any kind of profit even with a lower grade paper which would not be that cost reducing anyway.

Marvel would probably have to go for a smaller size, B&W and/or be mostly reprinted material in order to even think about any kind of profit off this. Especially if dealing with the big chain stores who would want a large discount off cover. Probably lower than the current Diamond non-returnable rate of 35% to 40%.

Plus I bet the returnable issue would be a snag for some of the retailers since they are used to returnable sales on other periodicals such as magazines.

[mikefalcon]

Brandon,

While I don't know the economics behind the current state of comic publishing, I'd love to find out the details. What's it cost to print 100,000 copies of the current format versus 100,000 lower grade 40-50 page pulp comics? If someone out there knows, please share.

I do realize this might be a bad example as Marvel has multiple titles printed simultaneously, but anyway...

Also, what's the potential of the combined store presence of Wal-Mart, Target, Best Buy, convenience stores etc.? If the top selling comic is barely hitting 100K, that works out to about 20-40 copies sold per store (based on 2500-5000 comic shops - not sure where the number stands nowadays).

Imagine 100 copies sold per Wal-Mart (8500 stores)/Target (1800)/Best Buy (1150) = 1,145,000 sold

Keep the line simple: Spider-Man, Hulk, X-Men, Avengers, Iron Man, Captain America, Fantastic Four and an anthology for b-listers and new characters.

Wow, fantasy retailing! Join in the fun!

[SUPERECWFAN1]

Brandon,

While I don't know the economics behind the current state of comic publishing, I'd love to find out the details. What's it cost to print 100,000 copies of the current format versus 100,000 lower grade 40-50 page pulp comics? If someone out there knows, please share.

I do realize this might be a bad example as Marvel has multiple titles printed simultaneously, but anyway...

Also, what's the potential of the combined store presence of Wal-Mart, Target, Best Buy, convenience stores etc.? If the top selling comic is barely hitting 100K, that works out to about 20-40 copies sold per store (based on 2500-5000 comic shops - not sure where the number stands nowadays).

Imagine 100 copies sold per Wal-Mart (8500 stores)/Target (1800)/Best Buy (1150) = 1,145,000 sold

Keep the line simple: Spider-Man, Hulk, X-Men, Avengers, Iron Man, Captain America, Fantastic Four and an anthology for b-listers and new characters.

Wow, fantasy retailing! Join in the fun!

Well its a nice goal but once you think of several factors...it would be tough to work out.

1.) The costs of even the cheapest pulp paper would play a part. But so would the creators and artists who would need to be paid. The costs would be trimmed some...but once ya factor in ...

A) Paper

B) Creators

C) Other costs like the percentage that would go to these chains for sales.

It would be a struggle to make profits here.

Then you have to factor in...

2.) The fact these chains will want something that has a higher profit point that a $1.99 item. Because they have higher priced magazines and all priced in the $4-$6 buck range pretty much. And this really is a key reason why comics aren't in Wal-Marts and other locations. Because even now at $2.99 , its considered not as lucrative as say Cat Fancy as a magazine to sell and make money on.

3.) Finally , its a generous figure to say they would sell a 100 copies at each location. Some places don't even carry 100 of a certain magazine or anything like that.

[MNM]

Thoughts?

The "mainstream" has no interest in reading comics. Putting out a line dedicated to them would be a complete waste of time, even if you ignore that at the price point you suggested it wont make money and the fact that walmart and the like wouldnt even consider stocking the stuff to begin with.

[ACS]

The "mainstream" has no interest in reading comics. Putting out a line dedicated to them would be a complete waste of time, even if you ignore that at the price point you suggested it wont make money and the fact that walmart and the like wouldnt even consider stocking the stuff to begin with.

You see, it's that kind of thinking which is hurting the industry. "Oh, it's hopeless. Let's just settle for less." And what happens when the annually shrinking audience of buyers just dies out? Should DC and Marvel give up on the format entirely?

Honestly...

I understand that comics will never be as popular as, say, cable television. I'm simply suggesting that there's room for growth. How many people regularly read comics in this country? Most figures put it around a million. That's pathetic. It's not even 1% of the US population. I know comics could get 3 million monthly readers if they tried.

[ryuluddy]

I understand that comics will never be as popular as, say, cable television. I'm simply suggesting that there's room for growth. How many people regularly read comics in this country? Most figures put it around a million. That's pathetic. It's not even 1% of the US population. I know comics could get 3 million monthly readers if they tried.

I agree with you. I feel as though comic manufacturers are gun-shy about making comics more availible. It seems as though they fear another, boom and bust similar to the 90's. Comics as an entertainment form have never been stronger. For starters, there has never been a time with more comic-related material than now. Comics have achieved a measure of mainstream success, with all the Hollywood adaptations. So people are interested in comic related stories.

There is more interest in comic-related material, but comic readers, are a niche in a niche. While i think comics could have a huge mainstream success, marketed well and exposed. Sadly, comic shops are such a dying breed since comics have lost their collectability. Comic shops are the biggest source of comics (and the ocassional book store) there just isn't as much exposure for comics to be mainstream. Retailers like the Walmarts of the world would likely not see comics as generating much interest or revenue, given most comic manufacturers aversion to accepting returns.

[ACS]

I agree with you. I feel as though comic manufacturers are gun-shy about making comics more availible. It seems as though they fear another, boom and bust similar to the 90's. Comics as an entertainment form have never been stronger. For starters, there has never been a time with more comic-related material than now. Comics have achieved a measure of mainstream success, with all the Hollywood adaptations. So people are interested in comic related stories.

There is more interest in comic-related material, but comic readers, are a niche in a niche. While i think comics could have a huge mainstream success, marketed well and exposed. Sadly, comic shops are such a dying breed since comics have lost their collectability. Comic shops are the biggest source of comics (and the ocassional book store) there just isn't as much exposure for comics to be mainstream. Retailers like the Walmarts of the world would likely not see comics as generating much interest or revenue, given most comic manufacturers aversion to accepting returns.

Good point(s). It all comes back to how serious the CB publishers/distributors are. If DC is to actually grow its business, it'll need to take some risks. This means big marketing pushes, a fair distribution/return system, and a willingness to put buyers first. And if the industry's primary distributor, Diamond, won't play ball, DC (and Marvel) need to find a better way. It's pretty much change or die at this point.

[zryson]

im not sure anything can be done to make more people want to buy more comics. most people arent interested in buying comics. its essentially a niche market and most kids could care less about comics.

if anything the industry itself is to blame because comics arent aimed at kids anymore - more the 20s - 30s bracket with disposable income and even among that group many prefer to buy trades than monthlies.

the fact most are geared towards an older audience and are usually not exactly great for newbies to get into with their multi-layered plots, all goes against it, plus the costs of comics themselves.

so i expect the market to keep getting smaller, and the fact you can download instead of buy will factor into it too

[thwhtGuardian]

im not sure anything can be done to make more people want to buy more comics. most people arent interested in buying comics. its essentially a niche market and most kids could care less about comics.

if anything the industry itself is to blame because comics arent aimed at kids anymore - more the 20s - 30s bracket with disposable income and even among that group many prefer to buy trades than monthlies.

the fact most are geared towards an older audience and are usually not exactly great for newbies to get into with their multi-layered plots, all goes against it, plus the costs of comics themselves.

so i expect the market to keep getting smaller, and the fact you can download instead of buy will factor into it too

I think it's kind of cyclical though, the reason comics are aimed more towards a mature audience is because kids stopped buying them so it forced them to cater to their older readers and now they can't grow their market by selling to kids because the comics aren't for kids anymore. It's a vicious circle.

[dumbstruck]

im not sure anything can be done to make more people want to buy more comics. most people arent interested in buying comics. its essentially a niche market and most kids could care less about comics.

if anything the industry itself is to blame because comics arent aimed at kids anymore - more the 20s - 30s bracket with disposable income and even among that group many prefer to buy trades than monthlies.

the fact most are geared towards an older audience and are usually not exactly great for newbies to get into with their multi-layered plots, all goes against it, plus the costs of comics themselves.

so i expect the market to keep getting smaller, and the fact you can download instead of buy will factor into it too

I would actually question the idea that the stories are too complex to market to newbies. Given the business model of "writing for the trade", there are very few longterm plot points anymore, and each story is pretty self-contained within a 6 issue arc. If anything, comic book stories are more accessible now than they have been for a long time.

[Hanzo the Razor]

BTW, I understand newsprint's actually more costly to print comics on because most modern printers can't handle it without tearing it apart.

Mike Allred mentioned that he switched to glossy paper from newsprint on his Atomics series for that very reason.

[Doug_Brunell]

I was always a fan of good stories to increase readership myself. I don't think the movies add much to sales, either (at least not when I worked in a comic book store). What needs to happen is no readers have to be drawn in, and they have to stay. Many of the ideas put forth are good ones, but the absolute best one is pure word of mouth. Talk about them with family, friends and co-workers who don't read comics. Eventually some of them might get interested.