Legendary comic artist and executive Bob Layton offers his thoughts about the future of comic publishing.
Whenever I do a convention panel or interview, I’m often asked; “Where do I see the future of comics going? Do I believe that the print side of publishing will eventually give way to online digital publishing or will people always want something tangible to read and keep?”
In response, I believe that we’ll always crave a tangible object to hold in our hands, to pass on to others or read while sitting on the porcelain pilot’s seat.
One may also ask, “Will hardback books disappear?”
Probably not, because part of owning a book is vanity. Face it, they look great sitting on the shelf in our library.
As I see it, the biggest problem with the comics industry will always be cost effectiveness.
The average comic costs $3.99 U.S. and a movie download from I-Tunes is $4.99 U.S.. The bitter truth is that the comic industry is now in direct competition with Hollywood.
And, not to be the Harbinger of Doom but there is another factor I see rearing its evil head on the horizon… The Walt Disney Corporation.
One only needs to examine the monthly sales figures for the comic industry and the evidence becomes increasingly clear that most comics are not profitable.
The average number of copies sold, of all 300 comics published monthly, is approximately 15,000 copies.
And Diamond Distribution takes 60% off the cover price to distribute the product nationally.
The cost of creating the art and editorial content of any book is around $13,000-23,000 and $6,000-7,000 to print and distribute.
I’m not an economics major but it doesn’t take a Master’s Degree to figure out that these numbers don’t work. For independent publishers, this nightmare scenario keeps them hanging on by their fingernails.
And, at this point, this is where my fear of Disney rears its ugly head.
Marvel Studios has successfully raised the level of interest in characters like Iron Man, Thor and Captain America to iconic status with the general public by a series of popular films. This is the pinnacle of what every Intellectual Property owner hopes for.
Once a character becomes part of our lexicon, something that your mother recognizes and understands, all the rungs of the ladder that were used to climb to that level become moot.
So…what’s the problem with THAT?
Only this: When was the last time you saw a Mickey Mouse comic? Or a Donald Duck comic?
Eventually, some middle management guy within the Disney Corporation is going to figure out that comic publishing is not very profitable.
At that point, he will probably lobby to shut the publishing arm down in order to save the company millions in expenditures per year. Hoping to get a big promotion for his innovative thinking, he will inadvertently cause over half of the volume of the comic industry to disappear overnight. Marvel has the largest back issue library in the world and can continue to publish trade paperbacks and reprints until the end of time.
So, why would Disney throw good money after bad?
Once Marvel suspends publishing, the ripples in throughout the comic industry could be devastating. Diamond would probably go belly up, unless Warner/DC acquires them. Quebecor’s presses would slow or grind to a halt. Retailers, carrying a huge credit debt to Diamond, will probably go belly up once margin is called. Many retailers rely on a credit line with Diamond to keep new comics on their shelves and with that drying up, it would be hard for many of them to remain open.
And Disney will sit back and count their savings while the comic industry teeters on the precipice.
Now, it’s entirely possible that this scenario will never occur. And, like in the “Terminator” films, a “John Conner” may appear to lead the comic publishing world into a new era. But, there was a legitimate reason why I got out of the comic business five years ago and sought a career out here in Hollywood. As strange as it sounds, the movie biz seems more secure to me at the moment.
As much as I hate the idea, I believe that this scenario could be a real possibility.
I’ve been an executive at two, different publishing companies during my career, Valiant and Future Comics, and I understand how this industry’s numbers work. Unfortunately, I’m not just idly speculating.
And, to be perfectly honest, if I was working as an business executive at Disney, I’d probably ‘pull the plug’ myself. The business side of my head can’t argue with the numbers.
But my heart hopes that never occurs.
So, we should be wary… prepare… and begin to re-invent the future.
