A couple of weeks ago, we published a story on Marvel's new hardcover program for 2002 (see 'Marvel To Launch Hardcover Program'). We immediately heard from retailers on both sides of the issue (see 'Retailer Reaction to Marvel's Hardcover Program -- He Doesn't Like It,' and '...--She Likes It'). We subsequently heard from other retailers on the topic and are carrying on the discussion here. This comment is from a bookseller, Torsten Adair of Barnes and Noble Lincoln Triangle, in New York City.
I quote... 'What's left is an extremely disparate pricing structure that punishes consumers who, ironically, are the real losers due to Marvel's previously misguided editorial and or marketing mishaps, some of which prevented those same consumers from getting the books being reprinted in the first place.'
I have been a comicbook collector since 1984. I have been a bookseller for six years (Super Crown 1994-1997, Barnes & Noble 1999 - [present]). I also have a library degree, so I have a good understanding of all three markets.
As a comic book collector, I collect graphic novels more than comic books. As a long-term collector, I prefer hardcover editions to trade paperbacks. As a knowledgeable collector, I find $50 for a limited edition hardcover of Astro City to be a fair price, when compared to other art books. (Yes, graphic novels are art books, composed almost entirely of illustrations.) As a collector, I am more concerned with the content of the book than with the cost. I am much more likely to spend $27.50 for a copy of 'Jimmy Corrigan: The Smartest Kid on Earth' than $1.95 for 'Codename: Stryke Force # 1'. Furthermore, Marvel will be reprinting these collections in trade paperback
editions, thus allowing readers to acquire them in a more affordable edition.
As a bookseller, I applaud Marvel's presence in the book trade market.
Comic book stores will only survive if readers discover the medium from
elsewhere. In my case, my evolution stems from watching Spider-Man on public television to seeing Amazing Spider-Man #254 in a supermarket to walking two miles to the nearest comics store. (Yes, I will call comics stores if my bookstore does not have a particular title. I am concerned more that someone buy a title than where the book is bought.)
Concerning the various pricing of a series, one need only look to mainstream (that is, non-comics) publishers to see that it rarely happens. Random House's Modern Library series has a consistent 'dress', yet the prices for the volumes vary widely, from $14.95 (five cents per page) for Pride and Prejudice to $25.95 (two cents per page) for Don Quixote.
As a librarian, I hope these hardcover editions will be more attractive to libraries. Many libraries are now acquiring graphic novels for their young adult collections, and hardcover bindings are longer-lasting than paperbacks.
