I have read with interest the various arguments regarding mature content in mainstream Marvel comics.  I do not support censorship in any way but I think an important point has to be made.

When the Walt Disney company wanted to produce movies that would appeal to a more adult audience they realized they had to create the Touchstone division so as not to mislead their core audience.  They reasoned, correctly, that adults would blindly take their kids to any movie with the Disney brand name, assuming it was family fare.

Ten years ago DC comics, wanting to produce more sophisticated comics that would appeal to a wider range of readers, created the Vertigo imprint.  You will never find Batman, Superman or any of the DC core characters in a Vertigo comic for the same reason that neither Mickey Mouse, nor any of his animated friends, will ever appear in a Touchstone movie.  It would confuse the audience and weaken brand strength.

I'm all for mature story lines but I need to know what I'm selling.  I don't care if comics contain violence, nudity, racism, bondage gay bashing, sexism or any other hot button issue.  How else to examine the human condition than to expose it to open discussion?  Isn't that what elevates any exercise from the mundane to the status of art?

Why then does Marvel insist on incorporating mature content in their mainstream books?  The Max line was supposedly created for this purpose.  An adult who enjoyed reading the Hulk or the Avengers as a kid would blindly buy either of those books for his child, just as he would take that child to any movie with the Disney logo on it.  Mainstream titles should be available to anyone of any age.  Adult themes don't belong in them.

Derek Garrison, the fan, likes adult themes in mainstream Marvel comics and defends his right to enjoy them.  However, Derek Garrison, the retailer, is the one who the authorities will come after if there is an outcry in his community regarding the content of those comics.  Is it overreacting to use common sense?

I believe publishers have the right to produce whatever type of comics they want.  They also have a responsibility to provide retailers and consumers with a clear message as to the content of those comics.  DC won praise, not criticism, for the highly violent Preacher series because the publishing and marketing plans were handled intelligently.  Readers knew exactly what they were getting.