Ilan Strasser of Fat Moose Comics and Games in Whippany, New Jersey, has been following the current discussion on the current state of the comic industry:

I am taking all the opinions posted on ICv2 the past few days with tremendous seriousness, due mostly to the fact that I've been a comics retailer for the last 26 years.  In that time, I've found myself hopeful, excited, enthusiastic, thrilled, amazed, and astonished (in a good way).  However, I've spent more time being incredulous, scared, hopeless, moribund, depressed, anxious, and astonished (in a bad way).  Marvel and DC -- our two biggest suppliers of product and the two companies that influence industry trends and determine the health of the industry more than anyone else -- have spent years ignoring the pleas of fans and retailers alike.  When we storeowners complained that an action would reduce sales or cost customers in both the short and long terms, we were ignored consistently and unapologetically.  When the fans begged over and over again for self-contained stories, no more endless multi-part crossovers, and no more "big events", all they got was more and more of the same.  And as a middle finger bonus the publishers gave to the fans, the books were later and later and later arriving.

Now the final nails in the coffin are being hammered into place.  With the price increases taking place for February shipping books, Marvel is self-servingly and effectively forcing readers to the digital arena, knowing full well that the direct marketplace, its retailers, and even Diamond itself will fall victim to this latest, unwarranted action.  There isn't a colleague of mine that hasn't been hurting the past six months.  In this desperate economy, mired in recession with a falling job market and a rising foreclosure rate on homes, and the population fearful, frugal, and uncertain -- now Marvel decides to raise prices as much as 33%??!!  I've already lost 10% of my box customers since March -- now I'm certain a true freefall will begin.  And even if less than the anticipated number of stores close, how much loss of retailer revenue can Diamond handle as existing retailers cut back on orders month after month after month?  At what point will retailers, even assuming 100% sell-through, not be able to sell enough books to even meet their basic expenses, let alone pay themselves a salary or have health insurance.

One of my friends is closing his store in 2-3 weeks.  I've heard that two others might be perilously close to throwing in the towel as well, as am I.  Did Diamond not talk to Marvel and try to dissuade them from taking this action at this time?  Is DC going to follow suit as well?  We actually know that answer already--when hasn't a price increase by DC been followed by one from Marvel and vice-versa?  The answer is never.  My colleagues in the industry who always put on a cheerful face and a brave swagger and bemoan the realists like myself who warn(ed) of long-term disaster -- are you still smiling now?  The direct market has survived as long as it has solely because of the hard work and dedication of its retailers, as well as the often unwavering and amazing support of its fan base.  The world changes constantly and is always in flux. Industries change as new technologies appear. If comics survive much more than the next five or six years, they will do so solely on the screens of desktops, laptops, and e-readers.  It may be unavoidable, it may be natural progression, but it really sucks.

The opinions expressed in this Talk Back article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of IC.2.com.