Although lacking in popularity for years,
the mid-50s through early 60s brought back
a resurgence of the superheroes. This in
itself was not bad, especially since I like
superheroes. But as the publishers wanted
to cash in on this rebirth, all other genres
within the comic book industry started to
fade. The romance comics, the westerns,
the hard-boiled detectives, the war comics
and science fiction comics all started to
pass by the wayside. The superhero was being
driven by the market forces, which became
to exist in the US comic book industry.
Suppliers and consumers alike developed
an obsessive preoccupation with superheroes,
which ultimately became a detriment to the
medium as a whole. By catering too much
to the limited market of superhero lovers,
a much broader audience became neglected.
One analogy presented in the past was that
superheroes are like really good desert.
We all like desert, but who can eat it all
the time?
Another concern with this market saturation
was the aesthetic merits under the weight
of the superhero longevity itself. This
was not necessarily the fault of the genre
itself, but of the market upholding its
lone cash cow. The very nature of art
of storytelling within the superhero arena,
was greatly affected. We all have learned
from the time we were young, the fundamental
elements of storytelling. There is the
beginning, a middle and an end. The telling
of superheroes defies these fundamentals.
There is a beginning, a continuous middle
and NO end. The most obvious (and arguably
most drama killing) story telling convention
is that a leading superhero character
can not die, at least, not for long.
Where is the sense of suspense in knowing
the peril of the superhero against the
super villain, will not last for long.
Knowing that to sustain the market popularity,
the hero must return issue after issue.
While thrilling, it becomes and unconscious
exercise in waiting to see how our hero
survives. This does not command the drama
as that of a character whose outcome you
are uncertain of for any given issue.
This leaves no ending to an otherwise
great story line, and thus a paradox.
How could our superhero characters continue,
as we would have them, if they were truly
to die?
Cognitive psychology has demonstrated
that memory retention is stronger with
beginnings and endings. We wonder then,
how can a story be memorable if there
is no ending? It can be theorized, that
to keep comic books good, and this includes
super heroes, they have to ultimately
come to an end. It has been quoted before
that all good things must come to an end.
Would this help to keep the comic book
industry on a more successful track? This
can now only be to the speculation of
each of us as individuals. Think about
what your opinion is.
One of the easiest mistakes to spot
in the comic book industry, but the hardest
to avoid, was the creation of the Direct
Sales Market. This was intended so dealers
could purchase direct from the publishers,
for a lower cost and in bulk. This in
turn would allow the dealers to make their
own profits. Not a bad idea. Isn't this
how wholesale/retail transactions operate?
Apparently though, this became the 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 the newsstands
and sold only through these small outlets?
Imagine, although pure profits for the
publishers, turning a mass publication
into a niche market publication. Who would
deliberately do this? Who would be that
crazy? Well, apparently the comic book
industry did. Over 70 odd years they had
managed to always make the wrong decision,
by looking at the shortest-term results
and throwing every egg into that basket.
And if all this is not enough, the final
mistake made by the industry was to shift
from Product to Personality. This entailed
the move toward selling who was doing
the book instead of what the book was
all about. While a few bright lights in
the comic book writing field shined and
some over the short term prospered, can
an industry in general, continue to be
successful? If none but the most well
know and successful writers can prosper,
what would become of the bulk of the comic
book genre, if this attitude persists?
Many otherwise excellent magazines may
go down the proverbially flaming tubes.
Do keep this in mind.
Can the comic book industry be saved?
Very possibly, but when the individuals
in charge of the saving are as eager as
ever to make the same mistakes all over
again, what will the 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.
