ICv2's coverage of yesterday's Marvel Press conference (see 'The House of Ideas vs. The House of Reorders') elicited some interesting responses from retailers. Though his remarks were less incendiary than in the past, Marvel President Bill Jemas is easily the most catalytic figure in comics -- everything he does and says creates a reaction of some kind. Ilan Strasser of Fat Moose Comics sent us this cogent reply to Mr. Jemas' stout defense of Marvel's 'No Overprinting' policy. So here's another edition of Point/Counterpoint on the issue that just won't go away.
Ilan here again from Fat Moose Comics.
No one is more pleased than I that Marvel's numbers showed a significant gain over last year, especially since that increase helped lead to the 17% increase in overall comic orders, which can only be a good sign. Right?
Actually, I'm not so sure. I've increased my orders on Marvel titles virtually across the board, and I'm starting to see (more than I'd like to) an increase in the number of leftover copies on my shelves. I know I'll get more accurate in the next few months since I do have a triple digit IQ. However, it isn't helping the overall health of our industry if Marvel's gains are simply a reflection of confusion and uncertainty among retailers, especially since so many of our recent and current orders are for titles re-launched or taken in new directions, or for completely brand new titles.
The large quantity of limited series and trade paperback solicitations could very well lead to some serious problems for those retailers whose sales don't measure up to expectations. It may be accurate to assume that if Marvel were only offering the same ongoing titles as last year that their numbers would actually be lower instead of significantly higher.
Don't get me wrong - I'm glad Marvel is finally taking a proactive editorial approach and trying to enhance their attractiveness in the overall market. I just don't think the Max line and an infusion of trades reprinting extremely recent material is the way to go. I believe that the Max line will not sell well to established readers, who will have no interest in seeing the Vertigo-ization of some of Marvel's flagship characters.
Also, if Marvel is going to expend time, resources, and effort into a trade paperback/hardcover program, the place to profit from there is the still vastly untapped cache of classic stories and characters they have for so long ignored, both from the Golden and Silver Age. If Marvel needs proof of this, they should see how successful DC is with its Archives books.
Anyway, no reorders is not the way to go regardless of Jemas' continued defense of it. Just yesterday, I reordered additional comics from DC that I can sell in my store next week. All my Marvel requests were backordered (which means gone for good) just one day after they were received. It's funny how I order fewer DC books up front than Marvel, but end up selling more by the end of each month. Thanks, DC, for sharing the risk, for being aware of the marketplace, and for being a partner.