Almost a week later, Brian Hibbs considers Free Comic Book Day:
The other majorly (seemingly) secret is that “Free” Comic Book Day comics aren’t actually “free” to the retailers — we pay anywhere between 20 and 39 cents per giveaway book. Retailers are also “forced” to buy a selection of books — the “gold” sponsors, of which this year, there were ten of these that we have to commit to having books in stock of.
This isn’t so brutally heinous except when its titles that you can’t sell as a store — like, for Comix Experience, a good example of “Transformers.” We don’t sell a single copy of “Transformers.” Not even a subscription order (“Atomic Robo” has those!) — but because IDW is a Premier (front of the catalog) publisher, and, therefore semi-automatically a “Gold” FCBD participant, I’m obligated to give away “Transformers” comics that aren’t even within the demographic alignment of my store, or what I’d like to represent to the general public.
I believe that the FCBD committee needs to seriously rethink the way stores become “participating” stores — I totally understand the value in demanding that stores have a range of the “official” free giveaways, but mandating that we stock things that we don’t/can’t/won’t sell seems absolutely counter-productive.
Retailers have to stock the Gold level books? I didn’t know that, but at least now I understand the difference between Gold level books and the others (Also, that’s ridiculous for the very reason Hibbs mentions: What good is it forcing a store to buy something they literally won’t even be able to give away?).
May 11th, 2012 at 8:37 am
I agree that retailers shouldn’t be forced to get every gold level book, but I have to wonder what kind of clientele Hibbs caters to when he can’t even give away a Transformers book. Transformers are far from a big seller, or even a good seller, at my store, but they’re great as a FCBD or Halloween giveaway item.
May 11th, 2012 at 9:32 am
Hibbs is right but as long as you have to get the books just stick them in a bag with the others and out they go. The point of the books is to attempt to expand the demographics reach of those books after all, so reaching stores that currently aren’t selling any Transformers and putting a sample in front of those customers is exactly what the publishers want. Hibbs knows his customer base well enough that I doubt he’ll suddenly start selling a bunch of IDW Transformers comics, but it isn’t counter to the spirit of FCBD for his customers to get the opportunity to try it out.
May 11th, 2012 at 10:36 am
look, i realize the author of the post most likely isn’t a professional writer. but what’s quoted above is not intelligible. i mean, perhaps if you already know the information he’s writing about it’s possible to make some sense of it, but i’m left completely confused.
May 11th, 2012 at 10:42 am
I understand Brian’s frustration, but requiring a basic level of title buy-in is not some kind of crazy incomprehensible premise for an event like this. FCBD has to be promoted both locally and nationally, and on the national side, it makes sense for Diamond to be able to say to press outlets, “Here are a selection of titles that will be at every store.” As a consumer, I’d be upset if the FCBD website said a certain title would be available only to go to a store and have the manager tell me “My regulars don’t buy that, so I don’t have it.” I’m sure that doesn’t happen often, but the “problem” seems part of the risk of a promotional day like this.
May 11th, 2012 at 10:43 am
“I’m obligated to give away “Transformers” comics that aren’t even within the demographic alignment of my store, or what I’d like to represent to the general public.”
That right there is a prime example of why I stopped going to his store. One of the most elitist attitudes I have ever encountered (not from any particular employee, but just the store itself).
–J.
May 11th, 2012 at 11:06 am
I *can* GIVE them away (natch — people allllllways like “Free”), just so we’re clear!
But, give them away to what end, is what I’m asking?
-B
May 11th, 2012 at 1:47 pm
Both of the ongoing Transformers titles are among the best titles being put out by any publisher today, besides being one of the top three most popular sci-fi franchises of all time.
So is it Hibbs who chases away potential readers by refusing to order the comics, or is Hibbs chasing away customers in general? Frankly, I have yet to see a single article or comment by the man that wasn’t so negative that even forum trolls stop to take notice. I’m amazed the man has a single customer. I for one would probably walk out if he spoke to me the way he speaks about readers in his articles.
May 11th, 2012 at 2:03 pm
Ziggy, give Transformers: More Than Meets The Eye to your store’s Doctor Who fans. If they love Moffat’s Who (or his Sherlock for that matter), they will love James Roberts writing on that book. Fans of the 80s JLI will also like the humor.
The other TF ongoing (Robots in Disguise) is more political than mad sci-fi adventure. It follows the rebuilding of their society after the war ends. SciFi fans who loved the new Galactica, Babylon 5 or Deep Space Nine will like it, especially if they grew up on the 80s TF cartoon, since that’s the title that stars most of the old TV cast. It will also sell well to readers who like GI Joe: Cobra.
May 11th, 2012 at 3:25 pm
Wow. I was just in Comics Experience yesterday. And I read all of IDW’s Transformers comics. Good thing I didn’t mention that. Might have been escorted out.
May 11th, 2012 at 5:57 pm
What the hell kind of customer base do you have to have no one buying a Transformers book?
May 11th, 2012 at 9:10 pm
It surprises me, as well, which is why I keep, every six months or so, to bring them in again… and yet they just sit there, unsold, sad and forlorn. *shrugs*
It’s not like there aren’t plenty of other comics to sell…
-B
May 16th, 2012 at 7:55 am
All I can say is I ordered copies of the Transformers FCBD to give away at my school (preK-8), and the kids were snatching them up. I ordered about 400 FCBD comics (all the kid-friendly titles) from my LCS (I paid 50% of his costs) for my school. I know Direct Market retailers aren’t really marketing to kids, but the kids do like comics, when they can find titles suitable for them to read. Both of my LCS’s were able to give away the Transformers FCDB comic, and one of them brings in a couple copies of the ongoing titles (and sells them).
Oh, and my 17-year-old loves Transformers, he grew up with them, as did his older brother, and as my 19-month-old grandson will. THEY are the market for Transformers.