In a recent article on the overall decline of newsstand sales (see 'Newsstand Sales Slipping Across the Board') ICV2 noted the apparent paradox that Archies, the comics which sell the best in the face of the cutthroat competition in the mass market, only get about seven percent of their sales from the comic shop/specialty market.  But some retailers, who make a commitment to young readers, do very well with Archie titles.  Not every retailer has the same opportunity to succeed with 'kids comics' as the three profiled in this story, but many can utilize at least some of the stratagems employed so effectively by these storeowners.  One theme that is consistent with all three retailers is that they provide one area of their store as an enclave for younger readers, a place where they rack Archies, PowerPuff Girls, Simpsons and other comics targeted at young people.   In addition to selling very well (at least in these stores), these youth-oriented comics are an invaluable breeding ground for the future.  If kids start reading and enjoying comics before they are twelve, they are more likely to continue to enjoy comics as they grow older.  In both Europe and Japan, where comic reading is far more extensive among adults than it is in the United States, kids start reading comics very early, and there are lots of comics for young readers to enjoy.

Flying Colors

Joe Fields' Flying Colors in Concord, California is one of the leading merchandisers of Archie comics on a per-store basis.  In his store, key Archie titles sell as well as second tier Marvel titles and better than some Vertigo comics.  Fields stresses his location, the clean, well-lit, family-friendly nature of his store, and his commitment to comics for young readers, but his immediate answer to why his store does so well with Archies was a simple, 'We stock them.'  He has done outreach work with nearby schools and donates kid-friendly comics to selected charities.  Comics are a great tool for getting reluctant readers up to grade level, and Fields created a program to provide comic book rewards for kids who improved their schoolwork.  Recently an elementary school librarian spent $750 buying comics at Flying Colors.  The fact that she was able to run up a $750 tab testifies to the number of youth-oriented titles that Flying Colors has in stock.

Lone Star Comics

Buddy Saunder's Texas-based chain of comic shops probably sells more Archies than any other comic retail organization in the country.  Once again the key is a section of the store given over to children's comic titles.  In addition to stocking an impressive section of books for young readers, the Lone Star stores also display Archie covers in the windows of their stores to attract walk-ins.  Thanks to their mass market and TV exposure, Archie Comics and other youth-oriented titles like The Simpsons and PowerPuff Girls are among the most recognizable comics to the general population.  This week the movie adaptation of the Archie Comics title--Josie and the Pussycats--is debuting, adding another level of recognition to kids' comics.  It certainly doesn't hurt to let people know that you sell these popular iconic titles.  One constant theme reiterated by all three of the retailers wo whom we spoke was that having a 'young readers' section doesn't drive away the traditional superhero comics fans.

Golden Apple Comics