Monday, August 31, 2009
Normally I'd Write More: Disney/Marvel Edition.
Thursday, August 13, 2009
Expanding the Comic Market/Creating a New Market
"Someone asked recently about how to break the grip of the three pronged trap the comics industry spent the last forty years building around itself. The answer's both simple and complicated, but I should reiterate - again (because no matter how many times I bring up the truth, the legend continues to be spread) that comics did not abandon the newsstands, the newsstands abandoned comics! The direct market wasn't born and adopted by publishers because they were interested in making changes – publishers are almost never interested in making changes, preferring to bear those ills they know than flee to those they know not of – but because the comics business had nowhere else to go. That it worked out pretty well, until it didn't (and for a small section of the business, it's still working out fairly well), was one of those wish and a prayer things that demonstrated, against then-common industry wisdom, there was a sizable audience willing to go out of its way to buy comics.
Emphasize was.
The last decade-point-five was basically a matter of circling the wagons, and as a result we ended up with a system that no longer works especially well for the customer but is now designed to make the system a fairly smooth process for those running the system. Which is the eventual entropic fate of most systems.
To break out of the current bottleneck, we need three things: material that might appeals to a wider audience, a way to let them know that material exists, and a means to getting the material to places where they can easily find it.
Traditionally, comics companies have produced material that might appeal to a wider audience, then marketed it to their standard audience and put it solely where it must be tracked down: comics shops, whose existing audiences increasingly do not support new material. When sales figures come in, the experiment is then proclaimed a bust, and business as usual continues.
The problem with changing the existing system is that you can't just deal with any one prong of the three-pronged problem, and start work on the next prong once you have one prong solved, because you're never going to solve one prong without simultaneously dealing with the other two. You have to achieve all three objectives at once or you fail. It's that simple, and that difficult.
Money is obviously an issue in all this – even the most successful companies don't have much of a slush fund for the necessary risk – but the biggest problem of money isn't cost or risk but who controls the pursestrings. Especially these days, in whatever walk is under discussion, those who control pursestrings tend not to be a terribly visionary lot, and generally react to setbacks – and there are always setbacks to new ventures – by reverting to business as usual, even if business as usual no longer works. Because to moneymen what was once known to have worked is always preferable to what has never before been tried, unless results are startling and immediate.
But that's the challenge, and whoever's the first to pull it off will become the new Marvel that comics publishers have fantasized about becoming for the past fifty years..."
Thursday, August 6, 2009
Blake Snyder: 1957-2009
Tuesday, August 4, 2009
Printing and Proposing
Saturday, August 1, 2009
Glenn Beck: Us Versus Them


