Marvel Starts Counting From Point One in February?

Marvel has begun promotions for a new initiative first announced months ago in November:

MARVEL.1

Another new attempt to grab new readers, Marvel will be producing certain upcoming extra issues and labeling them as "a perfect starting point, kicking off Marvel's biggest and most impactful stories of 2011".

The issues listed by the marketing postcards and Marvel's press release as part of the Point One campaign are:

"Amazing Spider-Man" #654.1

"Invincible Iron Man" #500.1
"Wolverine" #5.1
in February

"Captain America #615.1
"Deadpool" #32.1
"Hulk" #30.1
"Thor" #620.1
"Uncanny X-Force" #5.1
in March

"Avengers" #12.1"

"Secret Avengers" #11.1
"Uncanny X-Men" #534.1
in April

Combined with a "huge marketing push" each full 22-page issue will be priced at $2.99 and followed by a second issue in the same series within the same month of the Point One issue release.

[via Marvel.com press release]

More importantly, each issue is designed with the goal of being both enjoyable by-itself and as the first part of a longer experience.

The issues are to be literally numbered with a .1 so the "Thor" issue will be "Thor" #620.1. I assumed most likely it would be purely a visual gimmick but ComicsAlliance.com reports here that there will be a regular issue (#620) and a Point One issue (#620.1) followed immediately by another regularly numbered issue (#621).

I'm not sure this campaign can actually succeed in bringing in new readers to Marvel's comics/characters/universe.  That said, more comic-book issues that tell self-contained stories but connect to larger ongoing concepts and story-elements is great, great, great and we need more of it so everybody gets a solid value and less unpleasant surprises when they purchase a comic-book expecting what Tom DeFalco once called "a complete unit of entertainment" (Marvel Podcast, "The Amazing Spider-Girl"; 4/28/2oo7). The months February, March, and April do lead us right to May, the month that has become the traditional one for Free Comic Book Day to fall in. So a line has been drawn making it easier for non-comics people to find simple great superhero comics stories. That's a great step forward. Almost as big a one as Marvel's statements that they will be utilizing their "PR firm" to reach a "mass audience". Here's hoping there's Disney money at that particular PR company.

Back in November, then Marvel Executive Editor (now Senior Vice President of Publishing) Tom Brevoort pointed out that by utilizing a decimal point the idea was far more flexible and repeatable than the Free Comic Book Day editions that arrive in our stores every May or the old #0 and #1/2 issues from the Nineties. Incidentally, the idea of numbering a comic with a decimal is an idea I'd had bouncing around in my noggin for an entirely different purpose and context. But that is a story for another day.

In the meantime, The Long and Shortbox Of It wishes Marvel well in advertising the campaign in as many media outlets as possible both in and outside of comics.

~@JonGorga

A Call to Ads

Sometimes I wonder about things. Arty medium difference economical things...

I've mentioned finances and how they affect the Comics industry in a few of my recent posts, and I'd like to expand upon some of that while tackling a whole other industry: the Advertising industry. More importantly, I want to address the connection between the two industries and the wide potenial for the Comics world's deals with the ad men of Madison Ave as I see it.

So "Kick-Ass" (@kickasscomic) is one of the hottest comics on the stands right now (when it comes out). I haven't read every issue yet (the last issue of the first volume, #8, came out back in January). I happen to think it's pretty over-done violent junk, but who am I to judge the tastes of the people.

"Kick-Ass" also just received the silver-screen treatment (@kickassthemovie) and made a somewhat disappointing weekend release that, however, hasn't dropped off in huge numbers since. In the weeks leading up to the adaptation's arrival in theaters this giant billboard could be seen in Times Square here in Manhattan:

Pretty sweet, right? Well, I can't enjoy it because all I can think is why couldn't it be this:

Comics billboard advertising. Why not?

Well, I think to myself: Self, comics can't have billboard ads because the amount of money the rental agency charges the ad agency who charges the person who gets the advertising contract is too huge for the number of people who are expected to see it and then follow their nose into a comic-book store or into a box-chain bookstore and ask for the Comics & Graphic Novels section.

An unfortunate truth, I guess.

Films cost millions of dollars to make and make tens of millions of dollars in revenue, so the ad agency charging the production company can be paid tens of thousands of dollars and in turn spend thousands of dollars on a giant fucking billboard.

So the problem is one of scale or, perhaps more accurately, perceived scale.

But perceptions can be changed, can't they? We just had the annual Free Comic Book Day this month and although it wasn't a failure by any stretch of the imagination, it was pointed out to me by a comic shop manager friend of mine that his boss HATES Free Comic Book Day (@Freecomicbook). Why?

Well, because it's a day on which he is required to shell out money (although not a lot, something like ¢8 a comic-book) for product that he is then going to be expected to give away for free. If he doesn't give the comics away, he looks like a jerk. If he absconds from the whole event, he looks like a jerk who isn't current with the times. So far, financially, this has all worked out because so many people come into the store looking for something free and leave with a few things that aren't free that the store makes enough money to cover the expense and then some. But he still hates that he's giving the product away and there's something else. There's a bigger problem here:

Most of the people coming in are comics readers already because most of the promotion for the event appeared in places comics readers look.

I can understand his point of view even if I don't agree with it. (As I wrote the next day, I saw quite a variety of people.) Most specifically I can agree with the undeniable fact that comics still don't get promotion in the same way the other arts do.

Graphic novel ads on Times Square billboards. Why not?

Comic-book ads on television. Why not?

Magazines, newspapers, radio, subway cars. Why NOT?

Because less people read comics? No. That may be the truth, but that isn't why these ads don't exist. There are ads for all kinds of things that have no market whatsoever in reality. That's the American way. Sell 'em something they don't need! Advertising isn't based on reality it's based on expectations about reality:

Perceived economies of scale.

Whether changing the perception will magically change the reality or vice versa I have no idea, but I do know there are some softball ways to start this process. In fact, some of them are already underway.

Facebook user-designed ads which can be set up to direct a user to a Facebook page are so cheap and, as a result, are appearing for comics, webcomics, and comics-related events. That's really exciting because not only is that advertising in the face of people who theoretically want to see it, it's designed directly by the artistic creators/event planners for those people.

But these are probably called-up from text-search algorithms based on the user's habits. So they'll see these ads only if they already happen to be on Facebook pages with words like "webcomics", "comic-books", "artists", etc...

Marvel advertises for its Digital Comics Unlimited streaming subscription service on all kinds of websites. They have a bunch of them, they look like this:

Not exactly as professional looking as I'd like. It is a web banner ad; it doesn't really need to be too fancy but it only looks marginally better than the user-designed Facebook ads!

The "Scott Pilgrim" people at Oni Press (@OniPress) and Universal Pictures (@UniversalPics) really have a good thing going. They've printed up bookmarks that have an ad for the upcoming film adaptation on one side and an ad for the soon to be completed graphic novel series on the flip side.

See?

"SCOTT PILGRIM VS. THE WORLD" (the movie adaptation)

"An epic of epic epicness."

in Theaters August 13 & @ www.scottpilgrimthemovie.com

*Turn it over...*

"SCOTT PILGRIM'S FINEST HOUR" (the sixth and last graphic novel)

plus! "Catch up on Scott Pilgrim at your local Comic Shop!"

in Stores July 20th & @ www.scottpilgrim.com or www.onipress.com

Now that's smart marketing. You see one side, it excites you and you learn about either the adaptation or the source material when you flip it over!! The film gets advertising, the comic gets advertising, the customer gets a free bookmark. Each side is the same size and in the same place and thus gets the same exposure. Both are true to their respective logos and designs/aesthetics. Nobody behind this marketing tool made an a priori assumption about the number of people potentially interested in a film or the number of people potentially interested in a graphic novel. It's trying to get as many people as possible interested in both and as a result probably has gotten a maximum number of people interested in the related product. Everybody wins!

I don't mean for this post to be a series of admonitions and accolades. All comics companies could be doing more to promote the Comics medium in mainstream avenues.

I saw a Las Vegas comic-book store make shockingly good use of advertising in a large theater in the weeks after the release of "The Dark Knight" two years back. They placed Grant Morrison's recent issues of "Batman" in a nice fan shape (with Alex Ross' gorgeous cape and cowel cover on top) with the deluxe Batman movie dolls Warner Bros. released in a small glass case next to the concession stand. Why couldn't DC Comics do something like that on a huge scale?

Why didn't "Kick-Ass" the movie have a teeny tiny bump play before it started in the theater for the Comic Shop Locator service? Did you even know such a public service existed? 1 888 COMIC BOOK. Really.

Why don't the mid-level to major-level companies create a multi-million dollar coalition (they've done that before on at least two occasions I can think of, off the top of my head) to buy ad space in People magazine or The New Yorker or time on WFMU (I'm told they love Dan Clowes over there. Fantagraphics, you're not taking advantage of a golden opportunity!) or during the goddamn Super-Bowl or ANY OF THE MILLIONS OF MAINSTREAM MEDIA SOURCES SELLING ADVERTISING TIME/SPACE?

I don't mean for this to be about what the Comics industry is doing wrong. This is not a badgering admonition. I mean for this to be about what more the Comics industry could be doing right. This is a call. A call to the weapons that lay waiting at the feet of the Comics industry.

I believe in marketing comics, because I believe in the power of the Comics medium. Sometimes, I wish the publishers and advertisers believed in marketing comics too. Maybe the recent acquiring of Marvel Entertainment by the Walt Disney Company will enliven things in this department a bit. I wrote a bit a few weeks ago about the first appearance of Marvel merch in Disney stores. Disney owns radio stations and television channels up the wazzoo, so are we going to see Disney/Marvel making use of those outlets for more than just cartoons of varying quality starring Marvel characters?

I hope so.

~ @JonGorga

Subway Socializing, Party Time, and Good Deeds for Free Comic Book Day!

Saturday was my first FCBD in NYC and it was surprisingly crazy!

There was a young fellow named Hemsley I struck up a conversation with in the morning on the A train because he was reading the Marvel "Civil War" paperback collection.

There was an older gray-haired man on the 5 train reading a "Simpsons" comic. I asked him if it was the FCBD "Simpsons" comic. I shot him the double thumbs up!

AND A PARTY!!

After attending the Brooklyn Botanical Garden's annual Cherry Blossom Festival with my friend Shane, I finally saw the inside of Bergen Street Comics in Brooklyn, a shop I've been hearing of for months now. Very cool place. Nice wood shelves, great customer service. Owned by a husband and wife team!

Here's a cool, shoddy, little video of the festivities Shane and I enjoyed there!!

[That colorful stuff visible at about 0:05 is the front counter covered with the Free Comic Book Day comics!]

Officially, Saturday's party on Bergen Street was also a release party for four new comics from First Second Books:
"Foiled" written by Jane Yolen and drawn by Mike Cavallaro
"City of Spies" written by Susan Kim and Laurence Klavan and drawn by Pascal Dizin
"Athena: Grey-Eyed Goddess" by George O'Connor
and
"Resistance" written by Carla Jablonski and drawn by Leland Purvis

Yolen, Cavallaro, Dizin, O'Connor, Jablonski, and Purvis were on hand to celebrate and sign their comics! And we got to meet some of them as well as a few other very talented people such as Becky Cloonan (artist of "DEMO") who both Shane and I embarrassingly gushed over.

But the really exciting festivities at Bergen Street were the ones we missed. I met one of the owners and apparently, in the afternoon, the place was packed with kids doing planned activities and picking up the free comics!

I also happen to know that at least one comic shop in New York made a hefty amount of money more than they do on a regular Saturday! (When you consider the fact that the comic shops do have to pay for the comics they are then required to give away for free that's really, really important.)

Comic shops around the country and world were on the ball as well!

Hub Comics in Somerville, MA brilliantly offered any of their usual selection $1 vintage comics for free to anyone with each piece of non-perishable food brought in. A combination Free Comic Book Day and Food Drive!

By gods even the Internet got in on the game! Look at this newsletter I received from Wowio.com:

Pretty smart!

Now if only we could get some serious mainstream advertising for Free Comic Book Day. Advertising in places not just comics people look. All the Marvel Studios ads should have a little FCBD bullet with the date. All the Warner Bros. ads that have anything to do with comics should mention it. The major mainstream magazines should be sent some conservative ads with the logo and the date. That should not be hard to pull off for next year. Give it even wider support and we'll get an even wider range of people next time!

But we got young people reading comics, we got little kids reading comics, we got older people reading comics, a whole bunch of people got some free comics, and retailers made some money!

Sounds like a check in the win column to me.

FCBD 2010!

Hey, hey, hey! Check it out!

Cool, huh?

In case you didn't know (and in case you didn't read my last post below on Digital Comics in which I mentioned this)...

This morning is the first Saturday of May, which means it is Free Comic Book Day 2010!

Free Comic Book Day is an annual unofficial international holiday held since 2oo2 to promote the comic-book industry and print comic-books in particular.

It's celebrated every year by the release of comic-books from the major and minor publishers specifically to be distributed for FREE in comics specialty shops!!

Yes, everyone wants to go see "Iron Man 2". In some ways comics as a medium is doing awesome right now, but... in the ways that really count for the assurance of the longevity of this artform? Not so great. Denny O'Neil (long-time editor of the Batman family of comic-books) said at a recent Museum of Comic and Cartoon Art class that the larger comic-book publishers are becoming mere R&D departments for the company's more lucrative film divisions.

Here's hoping that doesn't become the be all and end all of this industry. Support your local comic shops!

Check out the site they maintain every year at: www.FreeComicBookDay.com!

Digital Comics Part 3: Threat or Menace?

Okay. So I've talked about comics made FOR the internet put on the internet, i.e. webcomics, and the creativity they display in Part 1.

I've talked about comics made for print delivered THROUGH the internet by official channels: Digital Comics Unlimited, Wowio, Eagle Media and so on as well as the aesthetics of their presentation in Part 2.

But let's talk about pirates. (Arrr.) Then we'll talk about the positive implications of all this.

For quite a few years, people all over the world have been spending some of their free time scanning printed comics page-by-page into their computers with an optical scanner and then combining those image files into one 'zipped' file which merely retains the images and their correct reading order. Those files can in turn be read by specially designed programs that present two images at a time to imitate the recto-verso page-turn of printed comic-books and graphic novels. If you access any large P2P sharing network with one of the programs designed to do so like DC++ or Shakespeer and do a search for any popular comic-book series by name, you will most likely find a surprising number of these files. Then if you download one of the programs designed to read them like ComicBookLover or CDisplay all you've got to do is drag one of those zipped CBR files into one of these reader programs and you are bada-bing reading what is probably an illegally scanned-and-uploaded print comic for free. Nothing about the program is illegal, it functions just like iTunes used to (i.e. with no internet-ready iTunes Store function).

There is also a legal source of scanned print comics files. Marvel Comics and a few other companies (including Archie Comics!) released CD-ROM and DVD-ROM packages with a company called Graphic Imaging Technology INC. with tons and tons of scanned comics in PDF format. (Wikipedia has a list of these CD-ROMs.)

The most exciting of those, to me, were the ones which collected all the comics in a particular crossover 'event'. If you've read my old rant about the way these stories are collected, you'd understand. Marvel produced a "House of M" The Complete Collection Collector's Edition CD-ROM as well as "Civil War" The Complete Collection DVD-ROM. I'd try these out if they weren't so bloody expensive. Especially since Marvel unveiled Digital Comics Unlimited and discontinued these sets in 2007. This might actually be the best way to experience these highly splintered stories. Buying something in the neighborhood of 100+ comics to fully understand one big story is a pain in the neck!

This is why we most need an 'iTunes for comics.' I did receive one of these type of sets as a Christmas present. I'd like to be able to read those files on whatever I'm reading my comics on.

(The question that leaves is: Where the hell is DC Comics in all of this? Archie Comics can be bought digitally in two formats and DC/Warner Bros. does nothing? Perhaps the company that brought us the first comic-book with new material, the first superhero, and the first corporate webcomics site is biding its time to wait for the right solution to the entire digital conundrum and slap all the competition upside the head. Who knows?)

Of course like I said in Part 2, Marvel doesn't put out its brand new comics in digital form either in their old boxed DVD-ROM sets or on Marvel Digital Comics Unlimited or on Panelfly/the Marvel Comics app. They seem to have an unwritten six-months-or-older-only rule. They're protecting their interests. But that will only last as long as there is a sizable interest to protect. And the digital pirates get an entire new-comics-Wednesday's material worth of comics on the net for illegal download in a matter of hours anyway. Anyone in the world can read pretty nearly every single comic ever published for free. Illegally.

So will digital comics replace print comics?

The short answer is: Yes they will, but not anytime soon.

It was pointed out that I wasn't very specific in Part 2 of this article series. I should have written: as academics and creators, we should be prepared because comics will be largely digital within our lifetimes. As artforms move into the digital format, the relationship of dependence between the art-concept and the art-object (vinyl/plastic, paper/vellum) changes. A huge amount of music is available for download on iTunes. Prose of all kinds is available on the Kindle. And newspapers are moving digital, of course they really, really should as there's very little about their product that is dependent on visuals and even less that is dependent on layout. But a newspaper has images and a layout. A comic is images and layout. It may be a 'book layout' instead of a 'page layout', but it's still about organizing visuals into a sequence.

Comics = Sequential Art
Sequential Art = Art + Sequence

Comics = Images + Layout

You take away either of those elements? You no longer have comics. Moving comics into digital files is very problematic for this reason, among others. But these are formal concerns and not financial ones.

Let's talk about money.

Clare's father K. J. pointed this out to me: consider music. Only sixty years ago music first became available for affordable mass-consumption on Long Playing records, i.e. LPs. Forty years ago music became available on 8-Track. Wasn't a disaster, but didn't last. Lower quality and slightly higher convenience. Twenty years ago came the Compact Disc, i.e. CDs. Lower quality (compared to LP), but higher convenience. Ten years ago music became illegally available on Napster and the Recording Industry had a conniption in their general direction. Today music is available for download from various sources legally. Again at lower quality (when compared to LP), but with extreme convenience. Now iTunes is the #1 source of music, but CDs are slipping from the #2 spot. Vinyl outsells CDs in some markets, collectors and audiophiles want them more than ever. It's a niche market. I buy very, very little music: but I pretty much buy only vinyl. There are many collector edition LPs. There is an annual Record Store Day. Convenience and quality, right?

I can see a world that wouldn't be so horrible:

My comic arrives in my digital device. Maybe it is a 'comic-book' with multiple 'pages'. Maybe it is a 'comic-strip' with a single 'page' that I scroll smoothly through for a good hour. I read it on the same device I used to buy it with a credit card number, on which I can buy comics made by people from all over the world. I review and discuss it online when I'm done. I have a digital 'subscription' with a list of preferences which can be changed instantaneously. ('Would you like to subscribe to the new upcoming superhero crossover event: only the main title, all the tie-ins, or continue with your subscriptions as they are, sir?' 'Would you like to be alerted about new comics by this artist, sir?') I can read old files. Maybe I have pre-sets as to how I want to see panels, pages, splash-pages, balloons and in what order. Maybe if I really, really loved seven random issues, I follow a few links and pay again to buy a nicely printed trade-paperback collection to MY specifications. Maybe if I really liked a mini-series I wait a few months and then shell out big-bucks for the glossy hardcover at a bi-annual 'Comic-Book Store Day' where I meet some real people and have a nice time.

There is, in fact, already an annual Free Comic Book Day to be held this very Saturday May 1st! Its main goal is to drive people into comic-book stores. Go take advantage of the fact that many, many publishers will be putting out a free non-digital old-school print comic on Saturday!

There will still be people who will buy books and comic-books and vinyl for a long, long time. People will probably buy the things they want to keep forever in physical form. In the words of my friend Aaron LeBow: "a book can't get a virus". But we as a culture read/hear/watch a huge amount of stuff every day! In a complimenting sort of counter-point my friend David Bustlin is planning to go digital with his comics as soon as possible for very practical reasons: freeing-up closet space and reducing paper waste.

If we combine the physical promotion of Free Comic Book Day with: ComicBookLover

(Which is like iTunes, the program. Easy, flexible, and compatible with all kinds of image files.)

and with: Panelfly

(Which is like iTunes, the online store. Simple, inexpensive, and compatible with all kinds of publishers.)

Get it on ALL your digital devices, make it CUSTOMIZABLE...

And maybe we've really got something exciting there.

There is only one thing that can be said with definitiveness: Print comics will continue to be made as long as publishers continue to perceive it as a solvent business and as long as individuals continue to find comics challenging and exciting to work in. And digital comics (of all kinds) will continue to be produced/made available as long as publishers continue to percieve it as a solvent business and as long as individuals continue to find comics challenging and exciting to work in.

Like J. Jonah Jameson, the long-time persecutor of Spider-Man, you can choose to frame the question as: "Threat or Menace?" or you can choose to ask: "What can digital comics do for me?"

Simple as that.

UPDATE 5/7/2o1o: Apparently the days of the comics scanning pirate may one day come to a close: A press release can be read here about the recent joint effort of the F.B.I., a law firm specializing in intellectual property, the U.S. Department of Justice, and a coalition of comics publishers including Marvel Comics, DC Comics, Dark Horse Comics, Bongo Comics, Archie Comics, Conan Properties LLC, and Mirage Studios Inc. in the seizure of the servers propping up htmlcomics.com, one of the websites hosting scanned-and-uploaded comics.

Be wary pirates. Be wary.

UPDATE 5/8/2o1o: Marvel publicized here a long while ago about the various formats and devices its comics were becoming available on. The problem is all three of these devices use separate formats meaning none of these programs can swap files. Not very convenient.