The $3.99, 22-page comic book—threat or menace? Please write your answer down on a scrap of paper before reading the next paragraph for the correct answer.
Did you write “threat” down? Well then, you’re wrong. Did you write “menace” instead? Well, you’re still wrong. Ha ha! It was a trick question! As the $3.99, 22-page comic book is both a threat and a menace, as well as many other negative things, including “extremely annoying,” “a poor investment” and “to the direct market as a giant asteroid was to the dinosaurs.”
Does that last one seem melodramatic? Maybe. So let me be more specific. I don’t think the introduction of $3.99, 22-page comics are exactly analogous to an asteroid slamming into prehistoric earth; it’s more like a new star appearing in the prehistoric sky, and getting bigger and bigger each month. It’s an indicator of an extinction level event, not the event itself. Or perhaps it’s just the start of the event, but not the really destructive part.
See, it’s as clear as a demonstration and a declaration as we’re going to get that the direct market’s leaders—the so-called Big Two—are fully committed to a strategy of selling as many comics as possible to the people who already buy their comics to make as much money as possible, instead of actively trying to increase the existing market (that is, the number of people who buy their comics in the direct market). And, once those readers are stretched as thing as possible, buying all of the books they’re going to buy (Marvel currently things there’s an audience for two Deadpool books, but there aren’t any fans who will buy a third Deadpool ongoing series, are there?), then if you want to keep making more money, you have to raise the price.
A lot.











