When all the hype surrounding various comics-related products ends, it¹s up to comic book shops to deliver the goods. Unfortunately, they often fall short, for whatever reason.

It seems that every friend I have who reads comics has several comic shop horror stories. Over the years on numerous occasions, I¹ve almost given up on comics entirely out of pure frustration in dealing with comic shops. (In my area, there were, at its peak in the 1990s, 11 shops. That number is now down to two -- and those two are 140 miles away, round-trip.)

Because comic shops, in effect, are the linchpins of the comics industry, I thought I¹d devote my questions to you on this topic.
 

1. Can comic shops ever shed the stigma of comics being juvenile entertainment while trying to attract new readers -- of any age -- to the genre?

1. Absolutely, Mike. In many countries, as you probably know, comics are read by all age groups. The graphic novel or trade paperback is something that has existed in Europe for over thirty years, although it's become more of a recent phenomenon here in America. I firmly believe that there is room for all types of entertainment in comics form, and regardless of the perception by the mass market that comics are strictly juvenile, you and I know better. I also believe the film industry is doing quite a bit to dispel that stigma as well with the advent of several, intelligent, and well-produced movies based on comic properties such as: 'A History of Violence', '300', 'Sin City', 'V for Vendetta', to name a few.

As far as attracting new readers, the problem isn't so much the product as it is the venues in which they are sold. When I was running Future Comics and selling directly to retail shops online, I realized while we were researching the various comic stores in America that their number had gone from 3,000 in 1993 to about 900 in 2003. Many of those stores were poorly-managed and probably deserved to go under.

However, the existing stores could take a lesson from smart and efficient retailers such as Midtown Comics in Manhattan - one of the best comic shops you'll EVER step foot in.

Also, during the Future days, I was trying to raise capital to open kiosks in major malls around the country. I'm still a big believer that a franchise comic boutique in the center of mall traffic could do a lot to encourage new readership. Unfortunately, I was never able to raise the capital to implement that plan.

2. Why haven¹t comics publishers themselves stepped in to help comic shops attract new customers? And, no, I don¹t consider Free Comic Book Day any real assistance -- all that does is reward regular customers with free comics once a year.

2. Generally, the comic companies don't help because there's not much of a genuine business relationship between them and the retailer. Retailers do most of their business through Diamond Comic Distributors - not through Marvel Comics or DC Comics. That sort of impersonal relationship is one of the problems, in my opinion.

I agree with you that Free Comic Book Day is more of a PR ploy than an actual attempt to draw in new readership. I participated one time as the head of Future Comics and found it had little or no impact on our business.

In order to attract new customers, the publishers and retailers need to work in concert to come up with interesting concepts, more diverse products, and innovative marketing techniques to attract new business from a mass market readership.

3. In your opinion, what is the most important thing a comic shop could do to attract new readers/customers?

3. Clean up your friggin' stores! Unfortunately, a large number of comic shops are dingy, dusty, and smell like an X-rated porn theater. A lot of parents don't feel comfortable allowing their kids to hang out in an environment such as that. As with any business, to be successful, you have to spend money to make money. So in my opinion, buy a broom, a can of paint, and a few well-placed signs and that's the best starter kit for your existing comic shop.

4. Why, for the most part, is comic shop customer service so terrible? Unfriendly and unknowledgeable clerks come immediately to mind. Certainly there ARE good shops, but in my experience the bad overshadow the good.

4. I can't say that's entirely true, but I understand your frustration, Mike. Having dealt one-on-one with numerous retailers throughout the country during the Future Comics and Valiant Comics days, I've heard their frustration in finding good help in their stores. Generally speaking, the profit margins are low and comic shops can't afford to pay their help well. Getting a conscientious, hard working, and knowledgeable employee to work for minimum wage and a handful of free comics is pretty rare. So, cut them some slack, old pal. Most of the retailers are doing the best they can with what they have to work with.

5. Why haven¹t comic shops tapped into schools? Scholastic Books usually include Marvel and DC titles as a part of their twice-annual Scholastic Book Fairs in elementary and high schools... so why don¹t comic shops buddy-up with local schools to help introduce kids to comics? (Note: During the  Fall 2006 Scholastic Book Fair at our local elementary school I purchased a SPIDER-GIRL trade paperback. The last fair, held during the second week in February 2007, included a Batman book and two Spider-Man offerings.)

5. The problem with that is two-fold. Problem #1 is content.  So many of the comics currently being published, although tame by our standards, are considered way too violent, too amoral, or too sexual in content for younger readers and by school boards and teachers.  Problem #2 takes us back to the dingy comic shop. Even if they were to work together with comic shops, so many of those stores would not pass muster in the eyes of parents and educators. So, the problem again is in perception.  Perception of the product and perception of where the product is sold.

On an unrelated note, as a follow-up comment to your wonderful Iron Man Silver Centurion, Mark II (Samurai) armor design posted last month, I¹m sending along two images of the Iron Man Samurai Armor action figure from the mid-1990s.

                                                                                                                                                                                                             Mike Kalibabky