Gene Smith of Alien Entertainment in Villa Park, Illinois saw Ed Sherman's comments on mass merchant competition (see 'Ed Sherman of Rising Sun on Anime at Best Buy') and has a different view:

In response to Ed Sherman's comments on the state of Anime going big time at mass merchants.

Anime as well as trade paperbacks, videos, DVDs, CDs, comics, and pop culture related toys are all appearing in larger numbers in the 'mass' market.  These products are also being offered at deep discounts and at many times below our 'wholesale' cost.

The specialty or direct market and the mass market have met head on.  Factor into that equation the Internet and competition can be brutal.  The days of selling everything at full retail or more are gone, and in order to compete we may have to discount some items and not carry others.

When I left the security industry and sold my Locksmith business in 1997 and opened Alien Entertainment as a full time business I had a plan.  I saw this happening in the hardware business throughout the 90's and we were able to compete and prosper so I knew it could be done again.

We must focus on what we do best and find the niche where we can thrive and not just survive.  I started Doctor Who Store.com as the one place to go for Doctor Who fans to find just about everything they could want and today we carry the largest selection to be found in one place. We are able to compete against Amazon.com quite effectively and can sell videos and DVDs at up to 25% off retail and in many cases give free shipping to our customers.

We are also the Official North American distributor for Product Enterprises, the makers of all the new Doctor Who toys and more, and we wholesale Doctor Who products to PBS stations, catalogue companies, other websites and retailers as well as distributors.

In order to prosper in this ever-changing market (and it is ONE market not a specialty, comic, or direct verses a mass) we must change with the times or face going out of business.  There are many successful companies out there who are doing quite well.

Many people have said the comic book market is dead but look at Mile High Comics.  They charge more than guide on many books and are always buying (so they must be selling).  They must be doing something that other comic shops are not!

The times are not sad they're just changing.  Change with them and succeed!