We recently published an Open Letter to Retailers from Marvel COO Bill Jemas (see 'Marvel's Bill Jemas 'Tells the Truth about Over-Production'') related to Marvel's no overprint policy generally and its decision to print an upcoming Marvel Must Have on spec specifically (see'Marvel Prints on Spec!'). Jay Bardyla, 'proud owner of Happy Harbor Comics & Toys, Jasper, Edmonton, Calgary and soon Vancouver' responded:
After reading Mr. Jemas's open letter, I have no choice but to respond. Again, but in a slightly less offending manner than in previous mentions, he makes reference to 'key' retailers providing him with input. While it's true that he may be talking to (who I believe he means to say) 'large' retailers, I would be inclined to think he speaks mostly to those who either agree or are indifferent to his policies. Unless he provides hard data, as in the number of retailers Marvel actually regularly discusses these matters with and how many are positive, negative and indifferent, his supposed data is, in my opinion, pure speculation and fabrication.
It would not be hard to take a survey of all retailers, since I get regular emails and phone calls in regards to selling their product, but not once has anyone ever asked me what I think about the no-overprint policy. Diamond surveyed all retailers to decide when the next FCBD day would be, can't the same be done with this?
Most of his logic in his open letter is lost on me since I have never had any other retailer 'reach into your pocket to grab most of the money that is generated by a hot comic.' Marvel grabs most of my money as they have the weakest discount structure, whether a comic is 'hot' or not. Also, if any of my Marvel Comics come damaged, I often can't get replacements because there aren't any. That doesn't happen with other leading publishers.
I seldom mark up 'hot' comics; that's not how we do business and to imply that Marvel makes it easier for us to gouge the public is an affront to every comic buyer on the planet. I want comics into as many hands as I can get them into Mr. Jemas; money is not my goal, the comics are.
I decided awhile ago that Marvel's policies are their policies and like every other company, I should adapt to them. In turn, we order fewer Marvel Comics to avoid any overstock. Marvel needs to do what they need to do to make their business profitable and so do I. Marvel Comics is not good for my business so I promote other books that I know I can count on. And for the record, even though we are not a 'million dollar in sales' chain of stores, I will never consider my stores as low class, low key or non-leading. We are a leading chain of stores as we are here for collectors, both existing ones and newcomers.
