Dean Phillips of Krypton Comics in Omaha, Nebraska saw the comments by Anthony Furfferi of Empire Comics (see 'Anthony Furfferi of Empire Comics on Media Play Blowback') and Scott Rudge of Astound Comics (see 'Scott Rudge of Astound Comics on Musicland Blowback') on the Musicland blowback, and says he's going to advertise:

 

Eighteen years or so ago I used to be an assistant manager of a local Musicland store.  I found the corporate structure there very difficult to work in, but the managers (you know, the ones actually in the trenches) taught me how to merchandise and how to deal with the many different types of customers.  I use those lessons every day in my own store.

 

I share your 'no sympathy' sentiments and agree that toy companies should at the very least treat the direct market with SOME fairness.  We could argue the point that a customer of my comic book store may or may not have crossover with a large chain such as Musicland (Sam Goody and Suncoast).  I am sure a few shop both.  The question I have is: Does the mass market customer of chains such as the Musicland Group or Barnes and Noble type bookstores, cross over into my comic book store?  I don't think the percentage is as high.

 

The big chains went directly after the direct market stores' business by carrying 'our' products.  Some of these mass market giants have just realized that in order to sell the product you need to know the product.  So what do we do now?  Advertise!  Put together a cable TV ad proclaiming your store to be the source for all things cool in the toy universe.  You could even boast a little that, 'While others come and go, store ABC is here to service your toy buying needs!'

 

You might think a competing store going out of business or declaring bankruptcy will be a boon to your own business, but if the potential customer doesn't know about your store they can't be blamed for taking the easy way out and just quitting the hobby.  Keep in mind that people in town have or probably will lose their jobs so watch how you word it.  Use your back room for dancing on the graves of the competition, but use the front of your store to lure in some new customers.
 
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