Recently DC comics had a very successful promotion involving plastic ring replicas that were given away when customers bought certain issues. Being a new store, The 4th Wall couldn’t justify buying the required number of issues (50 copies of each book) to participate. We just didn’t have the customer base to warrant it. Thus, we missed out on the promotion.
DC has since announced that two of their new Brightest Day books will have a similar ring promotion. Retailers who order 10 copies of The Flash #1 will be able to order The Flash Ring to give away, and also those who order 10 copies of Green Lantern #53 will be able to order Green Lantern Rings.
It’s a great move by DC to promote their new “era” of The Brightest Day, and great for us at The 4th Wall because we can easily afford to get 10 copies of these books and partake in the promotion. Just one more way that we can promote comics to new readers, get our name out there and grow our business.
Then I read this:
“Come on! Are 10 copies too much of a stretch? If you can’t order or sell 10 copies of these books, written no less by Geoff Johns, then you are not a comic retailer! DC should have made the quantity 100 copies to get the rings.
Come on Marvel and DC stop rewarding people who can’t sell your books and start rewarding those retailers that can!”
–Rich Biedrzycki of Dreamland Comics in Schaumburg, Illinois via icv2.com
Hey, Rich? F*ck you.
It’s awesome that you are an established store that can think nothing of ordering several hundred copies of a book. I’ve been open for 4 months, and I don’t have a huge established client base the way you do. I can’t afford to shell out for 100 copies of a book, no matter who writes it, just to get some rings. Marvel and DC reward you plenty for being a big seller, so don’t you dare tell me I’m “not a comics retailer.” I am so very happy that DC has lowered this minimum so that I can participate in the giveaway, and hopefully get some attention from people who wouldn’t normally buy comics and build that client base.
But this is the attitude that I keep encountering in the comics industry. From other retailers to convention organizers, their mantra seems to be “Feed The Rich, Starve The Poor.” They don’t want anyone else in their special little club and God forbid someone dare to come up with a way to do things that benefits the general retail customer as opposed to a select few.
The best-selling comics in the world rarely break 200,000 units sold. That’s not a lot of comics when you consider the amount of people out there that could be reading them if retailers and “industry pundits” just stopped be so damned exclusionary and actually promoted comics instead of the themselves. We as retailers need to stop fighting over the scraps of the few people out there who are religious about their comics and be working to turn new people into the types of readers who will stick around and fall in love with this medium the way that we have.
I apologize for the rant, but I love comics, and I want to see them thrive. I don’t believe in keeping them a secret, and making it harder for the industry to grow. When I saw that comment this morning, I took it fairly personally. Some would say too personally, but isn’t that what the internet is for?