The Future of Comics and Other Publishing

You can probably date yourself by remembering how much comic books cost when you were a kid. Was it a dime, a quarter, a dollar? Can you believe they cost $4 now?

As the greenies would say, that’s unsustainable. Comic books used to be common. If you went in any kids house in the 50s or early 60s you would probably find some. Not so much anymore. Comics once sold everywhere magazines were sold. You could buy them in drug stores, supermarkets, seven-elevens, newsstands, even some liquor stores. But the so called “newsstand market” was a hostile place to comics publishers, and a shrinking one.

These days, it’s hard to find comics anywhere outside of the comic book store. That means that comics have become a “destination product.” It’s something you need to know where it’s sold, you have to physically go there and if you’re lucky, they might have what you’re looking for. However, most comics retailers order to sell out. So the odds are, you may be unlucky if you don’t come on “comics day,” the day the books come in from the distributor.

And that’s another problem with comics these days. There is only one distributor. When I got in the business in the mid 80s, there were around ten distributors. But over the years they all went under leaving Diamond Comics as the sole place publishers can distribute through to the “Direct Market,” as we call it. It’s like government run health care, if there’s only one place to go for your needs, you have to like their terms.

To complicate matters, the stresses of running a comics distributor in this economy has hurt the last remaining company. They have had their share of layoffs and warehouse closings. If that wasn’t scary enough for comics pros, Marvel just got bought by Disney, DC just reorganized under Warner Brothers, and long time publisher Paul Levitz was moved out. There is now a Hollywood person running DC. The future of the direct market may be uncertain at this point.

Marvel and DC are what we call the “Big Two.” They are the largest and oldest publishers in the business. They drive the industry. If they decided to pull out of the direct market for some reason, they would effectively be turning out the lights on the rest of the publishers. There are many other comics publishers, but they can’t live on the book store market alone.

This situation is reminiscent of the industry in the late 70s. Newsstand distribution for comics was dying off and Marvel and DC were on the ropes. DC was looking to go to reprint material. No new stories. But a couple things happened that saved comics at that point, the birth of the “direct market” and the success of “Superman: The Movie,” and a few years later, the movie “Batman.” These re-energized the business in a big way which lead to a new boom in the early 90s.

Besides distribution, the other problem with comics now is the cost. You used to easily be able to sample new comics because they were so cheap. Now, if you can find them, they cost so much it’s hard for the average person to give a new book a try. That makes it extremely hard for new books to make it. And the industry needs to ideas. It can’t rely purely on old characters to keep going.

Enter the digital age. When music downloading became popular, fans started scanning comic book pages and uploading whole comics series online to torrent sites. In Japan, they started making comics (aka manga) available for download on your cell phone. And many comics started to run exclusively on the Internet. Marvel even started making their books available on the web by subscription to the service.

Print is dying, not just for newspapers and magazines. The cost of printing and paper, the problems with accounting for sales and waste in the newsstand business is what made it unviable for comics. Newspapers, magazines and books have been feeling the pinch for years. But the digital age is showing them a new path to future growth.

Digital book readers like Amazon’s Kindle started to grow in popularity. Sony’s Reader looked to be a threat, but now Apple’s rumored tablet PC may become the iPod for readable media.

Tablet PCs will be the future of the personal computer, being lighter than laptops, having touch screen interfaces, it will be like having a notepad you can take anywhere and work on. Except it will have Internet access, it’ll be a computer and you’ll be able to use it to read any book or comic. You can read in bed, on the beach, the toilet, everywhere you can take a book or magazine.

According to the Chicago Sun Times, major publishers may even be working with a software company to bring comics to that medium. And this can be a game changer.

Like iTunes was to music, electronic publishing on a tablet PC will be much more appealing than reading a comic on a computer monitor. With a tablet PC, you aren’t stuck to your desk or a heavy laptop. The tablet PCs will be as light as a book. Lighter even.

But even better, the two strikes against current comics will be removed. They will no longer be “destination products.” You will be able to get them anywhere, download them from the net right onto your tablet. And they will no longer be cost prohibitive. You might even see the return of the 25 cent comic. Imagine that.

Books, magazines and newspapers will more than likely follow suit.

And the tablet won’t be the only place you can get your comics. Marvel has just signed a deal with a company called Panelfly to bring comics to the iPhone. Expect to see the software or a competitor migrate to Google’s Android, as that open source platform will become more ubiquitous than Apple’s.

So if the “big two” decide to bail on the direct market (which we all hope they don’t), there are still plenty of places comics can go to survive. If anything, the future of comics looks bright if they can escape the shackles of print media.

For traditionalists who like the old printed form, there will always be collected trades. Those are increasingly available in book stores which is the other place comics have migrated to.