At Good Comics for Kids, Michael May leads a roundtable about how well Marvel and DC serve young readers (Spoiler: Not very well at all):
Scott: DC and Marvel have published a number of series geared towards young readers but frankly, none of them have been truly worthwhile because they don’t stay in print. As well, they don’t appeal purely to young readers because they’re often mired in nostalgia. DC, especially, doesn’t want to upset their core adult audience.
Michael: I really dug Marvel’s Marvel Adventures line from a few years ago. It was exactly what I want in an all-ages comic: imaginative, humorous, self-contained stories. And by “self-contained” I mean not only that they didn’t constantly refer to other stories I’d have to stop and explain to my son, but also that they were done in one issue and didn’t require a huge investment in time or money. Unfortunately, as you noted, Marvel editorial didn’t seem to know what to do with them. They kept tinkering with the format and branding until no one (not even them) was sure what the imprint was anymore.
Mike Pawuk makes a very good point in the piece: “Libraries are practically begging for younger reader superhero comics. Young kids come into the library to read Batman – and there’s not a lot out there collected and nothing in single issues anymore. DC Comics has access to 150 single issues alone from Batman: The Animated Series’ comic book counterpart. If Batman is timeless, shouldn’t these stories be too?” DC announced a push towards libraries and focusing on the library market last week. It’d be nice if this was one of the subjects that got addressed because of that.
January 23rd, 2013 at 10:07 am
And the other publishers serve younger readers? Image hasn’t done anything I’d give a kid since I Kill Giants. Dark Horse hasn’t even done that.
It seems unfair to focus on DC and Marvel when, with a few major exceptions like KaBoom and IDW’s license on My Little Pony, there is really not much commitment to kiddie comics from most companies.
January 23rd, 2013 at 10:29 am
DC made a fatal error by choosing to market to 18 and above.
There are very few people who START reading superhero comics after the age of 18. Most get hooked by 13 or younger. Sure, a lot of people maybe picked up WATCHMEN, but they’re not going to start reading SUPERMAN or WONDER WOMAN.
So in a deeply misguided and hamfisted attempt at “respectability” by tailoring their books to supposed adult sensibilities, DC signed their own death warrant. Sure, the properties will live on in other media, but the audience for COMIC BOOKS is going to shrink and age until they’re nothing but a bunch of old dudes with dusty boxes sitting around at the Knights of Columbus on the weekends.
It’s a damn shame.
January 23rd, 2013 at 10:39 am
I think the focus lands on Marvel and DC because a) they’re the two largest publishers and b) both have seemingly tried to produce all ages titles and failed.
As someone who really enjoyed the Marvel Adventures line and stopped reading them before they were shut down, I can say that it was the creative team changes that led me to drop them. Guys like Jeff Parker and Fred Van Lente got called up to the majors by Marvel and the quality of those books dropped off.
Kids like comics, they just don’t read them the way those who can drive to a store every week do. I think the industry is still trying to figure out the best format, but I also don’t think they care that much.
January 23rd, 2013 at 10:41 am
You know, I have two small kids and have no problem finding them superhero material. Either older books (which DC has at $0.99 a pop digitally) or newer stuff. DC is especially great at pushing out YA superhero books for the library market, our local has a huge selection. I’d love to see a bigger backlist, but those Essentials/Showcase volumes are great for kids (and kids care a lot less about them being B&W than adults). Yes, you can’t walk to the 7-11 and buy a thirty cent comic off the spinner rack anymore, but crap you can’t buy a thirty cent anything, much less let your 6 year-old wander down the the 7-11 anymore. Kids are not going to discover comics/superheroes the same way you did and that is a-ok.
January 23rd, 2013 at 11:29 am
“Image hasn’t done anything I’d give a kid since I Kill Giants.”
Even though I love I Kill Giants, I’m not sure if it’s comparable to the type of books we’re talking about here. I wouldn’t recommend I Kill Giants to someone younger than, say, twelve or so.
It also seems like you haven’t been paying attention to what Image has been publishing since I Kill Giants ended four years ago. Off the top of my head, I think Super Dinosaur and Reed Gunther are great titles for kids.
January 23rd, 2013 at 2:08 pm
I guess I forgot Super Dinosaur because I am not a fan of Kirkman’s work. But I never heard of Reed Gunther.
I will admit that I am that one person who remains really, really annoyed that BKV decided to make Saga a mature readers title instead of an all ages book. When he kept saying his inspiration was Star Wars, I expected something a kid could enjoy like Star Wars, and not an HBO series in comic form.
January 25th, 2013 at 1:25 am
Biggest mistake DC made was canceling superman family before it had a chance. I don’t understand the reasoning behind that.
January 31st, 2013 at 5:15 pm
I’m a school librarian who gets a LOT of comics for the library. The kids love to read them. I have some of the older Marvel Adventures trades, but mostly I have comics from other publishers: Dark Horse (the Star Wars digest-size trades), Oni Press, Papercutz (lots of licenses – Ninjago, Smurfs, Three Stooges, plus the translated titles from France), Viz Kids, TOON Books, First Second, Graphix, and then from book trade publishers who have started comics lines (Graphic Universe from Lerner, Graphic Library from Capstone, etc.). The students do ask me about superhero comics, but since I work in a preK-gr. 8 school, I must be careful about content; this means most of DC and Marvel are not appropriate for my students. I will say most of the kids don’t seem to miss the superheroes too much; they are very happily reading what I bring in.