Dean Phillips of Krypton Comics in Omaha, Nebraska saw Joe Field's comments on Wal-Mart (see 'Joe Field of Flying Colors on Wal-Mart'), and adds his thoughts on why Wal-Mart is 'scary.'

I saw the recent comments by Joe Field about just how bad Wal-Mart is for small businesses and couldn't agree more.  I saw a documentary about Wal-Mart that showed Wal-Mart has such buying power that THEY set the product price, not the manufacturer of the product.

Example:  Product X should sell for $2.00.  Wal-Mart says, 'We'll carry product X, but we are going to sell it for $1.50'.

The manufacturer says, 'No way, that's too cheap!'

Wal-Mart replies, 'We'll buy one million units.'  The deal is done!  Consumers see a lower price.  Competitors see the back of a going out of business sign.  This story is repeated every time a Wal-Mart opens.

The comic book industry has seen examples of this with companies like certain toy companies.  At first, the toys are offered to the direct market. Stores like Wal-Mart take notice.  The make an offer and bang, the toys are hanging on Wal-Mart's shelves at a lower retail price than you can get wholesale.

As a comic book retailer, you don't need to buy from toy companies that don't take care of you.  You spend your money wisely.  You also do everything in your power to increase the comic book market.

Let's say the wind is at our backs and the next year in comic sales beat all time records.  New customers flock into comic stores worldwide to experience this great medium.  Your suppliers are paid on time and you can start paying help with money instead of comics.

Wal-Mart takes notice.

Marvel and DC get a phone call; 'Hey, this is Wal-Mart...'

Scary, huh?

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