Continued from page 1
One of
easiest mistakes to spot in
comic book industry, but
hardest to avoid, was
creation of
Direct Sales Market. This was intended so dealers could purchase direct from
publishers, for a lower cost and in bulk. This in turn would allow
dealers to make their own profits. Not a bad idea. Isn't this how wholesale/retail transactions operate? Apparently though, this became
only method of distribution and eliminated mass venues and comic books were only sold through small isolated venues. What do you think would happen if Time Magazine, for instance, took itself off
newsstands and sold only through these small outlets?
Imagine, although pure profits for
publishers, turning a mass publication into a niche market publication. Who would deliberately do this? Who would be that crazy? Well, apparently
comic book industry did. Over 70 odd years they had managed to always make
wrong decision, by looking at
shortest-term results and throwing every egg into that basket.
And if all this is not enough,
final mistake made by
industry was to shift from Product to Personality. This entailed
move toward selling who was doing
book instead of what
book was all about. While a few bright lights in
comic book writing field shined and some over
short term prospered, can an industry in general, continue to be successful? If none but
most well know and successful writers can prosper, what would become of
bulk of
comic book genre, if this attitude persists? Many otherwise excellent magazines may go down
proverbially flaming tubes. Do keep this in mind.
Can
comic book industry be saved? Very possibly, but when
individuals in charge of
saving are as eager as ever to make
same mistakes all over again, what will
outcome be? They don't even appear to be cleaver enough to make new mistakes.

Dave Gieber, a former rocket engineer, has decided to take up residency on the Internet. He is the owner and editor of several websites, one of which was built around one of his childhood passions; www.comic-book-collection-made-easy.com . You can visit here to keep up to date on the world of comic books and comic book collecting. Feel free to sign up for my comic book ezine.