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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.