Steven Bates from Bookery Fantasy in Fairborn, Ohio saw James Deckert's comments (see 'James Deckert from Collectors Pair-of-Dice on Ads for Comics') on his Free Comic Book Day missive (see 'Steven Bates of Bookery Fantasy on Free Comic Book Day'), and feels that retailers shouldn't complain about paying for advertising:
I'm glad to see that my comments on Free Comic Book Day are generating responses, some supportive, others more constructively critical. James Deckert points out that comic shop and games retailers would have to foot the bill for comic industry advertising. He cites Free Comic Book Day comics that we pay for, the Comic Shop Locator Service we pay for, and Previews Magalog we pay for, as examples of both retailers paying for advertising and Diamond Comics profiting from those retailers. I have to ask, what's the problem?
I am, by no means, a Diamond shill, nor have I ever shied away from pointing out Diamond's weaknesses, flaws, and screw-ups. That being said, I feel it only fair to point out when Diamond supports and advances the industry. Their support of FCBD, the CSLS, and other potentially positive efforts, must not be overlooked. Diamond is perhaps the ONLY entity in a position to effectively coordinate such things, since the collapse of Capital City Comics and Heroes World and Diamond's ascension to the number one spot. Because the majority of comics retailers are Diamond customers, they can collect data and coordinate the Comic Shop Locator Service easier than an independent organization, with the added benefit of 'free' promotion from established publications and websites like DiamondComics.com. Likewise, who else could bring together FCBD but Diamond, with tendrils into the major and mid-size publishers, as well as an established customer base comprised of 90+% of the comic retailing industry?
Does Diamond profit from these efforts? Sure. Do I begrudge them their profits? Absolutely not. Though Diamond might be a 'dictator' of sorts, it's at least a benevolent dictator, and Steve Geppi knows that the only way his company can survive is through a healthy comics industry. If he ever pulls the plug on Diamond, our little industry will disappear almost overnight. So if Diamond makes a little change on things that require extra effort beyond collating orders and fulfilling them, so be it.
Mr. Deckert writes 'unless the retailers pay for it, I don't see it happening anytime soon.' I would ask Mr. Deckert if he gets free advertising from his local TV, radio, newspaper, and Yellow Pages? If so, please send me information on how you do it. Paying for promotional material like FCBD comics does not offend me; I do not expect DC, Marvel, CrossGen, Dark Horse, Diamond, and others, to give me a hand out, just a hand up. And though I am not privy to the fiscal realities faced by publishers, I would imagine a 30 cent comic book is not a very profitable venture in this day and age, especially not a color one (consider the loss DC incurred the past two years with the FCDB Batman Adventures # 1, which took away from sales on the first issue of a new series, and the Batman and Superman 10 Cent Adventures; these were not reprints of already-published material, but new stories and art from big name creators).
If Mr. Deckert is intellectually opposed to Diamond profiting from its efforts on our behalf, I have to ask if his store profits from its customers in any way? In my shop, we do offer volume discounts, and run coupons monthly on our Website. We frequently give away comics to organizations and individuals for fundraisers, and have even printed our own FCBD minicomics at our own expense. Despite all that, I DO expect to make a profit from my customers. I want to be around for another 20 years (next year marks our 20th anniversary, one year behind Diamond Comics), and I want to continue with the programs we have here: profit-sharing and 75% paid health insurance for employees, support of local charities, and publication of our own price guides (such as Bookery Fantasy's Ultimate Guide to the Pulps). If Diamond is doing something wrong by making money, I choose to follow their lead . . . all the way to the bank. Mind you, this doesn't mean I advocate taking advantage of gullible customers, pushing trendy 'cash cows' like pogs, Beanie Babies, CGC-graded books, and overpriced gaming cards, or outright stealing of collections (all things many other stores have resorted to in order to survive). But I do believe, as a retailer and a capitalist, that there's nothing wrong in making money (in fact, its a primary concern of Bookery Fantasy to stay profitable and healthy).
I'm certain Mr. Deckert's shop is a wonderful place, with a great and loyal customer base, with the respect and support of his community. And he makes a good point about Diamond's profiting from things like FCBD, the CSLS, and Previews (which is becoming much too expensive to be a very useful sales tool, in my opinion). But I would argue that profit in and of itself is not a bad thing. By continuing to make money, Diamond can continue distributing comics, supporting the retailers, and possibly expand its involvement in advocacy of the industry. Without profits, some or all of that will certainly go away. And with it will go a big chunk of our livelihood.
I believe Diamond is in the best position to organize, actualize, and realize, a national comic book industry advocacy program. Maybe retailers will ultimately pay for it--perhaps by purchasing an exclusive comic promoted by advertising, a cooperative effort between DC & Marvel (and others), or some other incentive. In the end, I believe everyone will benefit, and everyone will be stronger. And that alone makes it worth pursuing.
