We asked for retailer reaction to Marvel's new program putting comics in Walmart.  Some retailers opposed Marvel's handling of its Walmart program (for a description of the program, see 'Marvel Reprints Ultimate #1s for Walmart'), and others were in favor.  We're presenting the first comments in two sets -- pro and con.  The comments below are from retailers opposing the program.  For viewpoints supporting the program, see 'Retailers React to Marvel Walmart Program--Pro.' 

 

This comment was from John Gavin of York Comics & Cards in Parma, Ohio.

 

It seems that every time I try to defend Marvel, they shoot themselves in the foot.  I guess that the no reprint policy only applies to comic book retail stores and not the big chains.  When will Marvel realize that customers do not go to the chain stores to find their product.  Marvel will try to explain that this will get more people interested in comics and drive them to comic book stores.  I don't know about other areas of the country, but in the Cleveland area we have had comic book stores going back to the mid-70s.  People in our area look for comic book stores when they want comics

 

What Marvel does not understand [about] the no reprint policy is that it is costing them sales.  The biggest problem is with first issues.  As an example, I'll use Elektra #1.  I order 50 copies of this issue and sell out.  I order 50 copies of issue #2 and have 7 remaining.  I cannot sell these second issues because people want the first issue.  So I have to eat the cost of these second issues.  No problem, it doesn't affect Marvel.  However it does affect Marvel beginning with issue #3.  I cut my order down to 40 copies with this issue.  This translates into 10 fewer copies being sold by my store.  Multiply this around the country and the total begins to add up.

 

Another way we are being hurt by the no reprint policy-- When a competitor closes we cannot get the product to sell to their customers.  As an example, my closest competitor's last day was October 31, 2001.  I had already put in my order for November.  As more and more of his customers began filtering into my store, I had to turn them away disappointed.  I could provide them with books from all companies except Marvel.

 

The pulped Elektra book is another example.  My customers know that it is out there and wonder why I cannot provide it to them. 

 

It is very hard to defend Marvel's business practices to my customers, when so many of them do not make sense.

 

This brief comment is from Robert Youngblood, of Age of Excalibur in Jonesboro, Georgia. 

Why do I not find this surprising?  Jemas can say what he wants, but to find the truth behind his words all you have to do is follow the money.  When he announces plans to 'help the comics industry' you have to translate that into meaning 'help his comics industry,' usually to the detriment of the small retailer.

 

Thanks to everyone for their comments.  To join the fun, e-mail to comments@ICv2.com.