Current Events > DC Comics says the comic book industry in on the brink of collapse

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Apocalyptic
07/25/17 10:58:48 AM
#1:


"We have to stop the collapse of the comic book industry." When an industry veteran like Jim Lee puts it as bluntly as that, comic book fans across the world sit up and listen. The comic book market isn't in a good shape; sales are dropping, and market leader Marvel is repeating short-term sales strategies that caused the '90s comic book bubble to burst. Flagging comic book sales are at the heart of the paradox of San Diego Comic-Con 2017; superheroes have never been more popular, and yet the comic book industry is in trouble.

Unusually, at #SDCC2017, DC Comics publishers Jim Lee and Dan DiDio were absolutely open about the challenges they're faced with today. They also talked at length about just how they aim to turn the market around.

Spearheaded by Geoff Johns, the #DCRebirth initiative has been a tremendous success. DiDio openly admitted that while the company's previous 'New 52' relaunch had allowed them to reexamine characters and try new things, they realized that something had been lost along the way.

Although sales are beginning to falter a little, the fact that they're still strong a full year into the two-year arc is impressive. What's more, SDCC has seen DC Comics up the ante, revealing details of Geoff Johns's 'Doomsday Clock' event. As teased all the way back in last year's DC Universe — Rebirth #1, this will bring the characters of Alan Moore's Watchmen into contact with the main DC Universe. Speaking at another panel, Geoff Johns teased that he'll be bringing Lex Luthor and Ozymandias — the smartest men in their respective comic book universes — face to face. He also confirmed the long-standing fan theory that Dr. Manhattan is the force behind 'Rebirth'.

As comic book fans noted when Johns's DC Universe — Rebirth was first published, the whole arc is in part a repudiation of everything comics have been doing for the last couple of decades. It rejects the pessimism and darkness that was en vogue in the aftermath of Alan Moore's Watchmen, and positioning the characters of Watchmen as the villains who've stolen life and hope from the DC Universe is a glorious meta-narrative.

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Chicken
07/25/17 10:59:23 AM
#2:


Is Jim Lee, Stan Lee's evil twin?
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Apocalyptic
07/25/17 10:59:59 AM
#3:


The comic book industry is in a strange place. As DiDio noted, "Comic books have become the second or third way to meet characters like Batman and Superman, and we want to change that." That's going to mean increasing the profile of the comics, focusing in on marketing, and changing strategies. DC isn't content to just coast off the back of their box office success; they want the comic book publisher to stand on its own two feet.

As a result, DC is shifting its focus. Lee talked about the importance of what he called the "evergreen" stories — the tales that never grow old, like Alan Moore's Watchmen, and Frank Miller's The Dark Knight Returns. The challenge facing DC is a simple one; how can they make the next generation of "evergreen" stories, that don't require in-depth knowledge of superhero continuity, but that stand the test of time and transform the genre? Part of it is getting key writers on board; the only one Lee named in the panel was Neil Gaiman.

Lee explained that they want to give their creators a challenge: to tell "the best Superman story, the best Batman story, the best Justice League story." It dovetails perfectly with comments legendary Batman writer Scott Snyder has been making in recent months. He's been talking about stepping aside from All-Star Batman in order to participate in a new venture, one DC clearly hopes will transform the market.
"DC approached me and said, how would you like to take some of the stuff that you are working on with Sean [Murphy] and do it a new, prestige format? Instead of doing it monthly, why not do it in this format that would allow for it to be a bigger stage, both for Sean artistically, and to package the story in a new way and then allow every subsequent story that I was going to do with Paul Pope, with Afua [Richardson], with Lee Bermejo, be done in this format that really foregrounds the art – different paper size, different cut, the whole thing? In that way, it seemed obvious and a perfect solution instead of having them work month-to-month on a normal-sized, conventional comic, we could be some of the first people to try driving in this new lane for DC. I’m really, really thrilled about it."

DiDio described this as a "mature readers line," one inspired by graphic novels that "allow the art to breathe."

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Apocalyptic
07/25/17 11:02:20 AM
#4:


Since April this year, DC has been teasing the importance of a new line that they call 'Dark Matter.' Introducing a whole swathe of new characters, and featuring top talent like Lee, John Romita, Jr., Greg Capullo and Andy Kubert, the line will focus as much on the artists as on the writers. The last few years have seen comic book writers essentially become celebrities, while artists remain seemingly undervalued. In contrast, DiDio stressed that the partnership between the writer and the artist will be key to the success of 'Dark Matter.' He's got a point; comics are a visual medium, after all.

The goal of 'Dark Matter' will be to improve the diversity of the DC Universe without altering the classic characters. It's clearly a very different approach to the one taken by Marvel, whose 'Legacy Heroes' have become pretty controversial among comic book fans. The creative teams are working to recapture the energy of the early years of Marvel, or the launch of Image Comics; they want 'Dark Matter' to be fresh and exciting. Lee, who kicks the line off working alongside James Tynion IV on The Immortal Men, described the thrill of creating whole new characters and ideas. As DiDio noted, they "don't want to be a cover band" that just plays the same old hits all the time.

The panel gave tantalizing hints that 'Dark Matter' will see DC embrace a different retail model in some way, too; DiDio called 2018 a "transformative year," and expressed a hope that the publisher will reach beyond the traditional direct market. While DiDio and Lee didn't explain any details, they made it clear they aim to increase the number of new comic book fans, and we'll be watching with fascination to see what approaches DC take.

Retailers will breathe a sigh of relief; DC is avoiding a lot of the gimmicks that create a temporary sales boost, but seem to be damaging the industry. Take, for example, one of the most common; for every first issue to be supported by a wide range of variant covers, many of which have different prices to indicate their rarity. While these are loved by collectors, they typically lead to the next issue's sales dropping like a stone. Worse still, DC has noted that the inflated prices actually drive casual fans away. As a result, the publisher is literally not going to do any variants in support of the new 'Dark Matter' line.

As DiDio noted:

"All we do with that is put obstacles in the way of you buying comic books. Raising prices, variant covers...We have got to stop. We can't afford this to be a dying business."

While I'm sure DC will continue to use some gimmicks — their lenticular variants for 'The Button' were a tremendous success, after all — they're clearly aware of the risks of going overboard. This stands in marked contrast to Marvel, who noted the success of those lenticular variants, and recently announced that their entire 'Marvel Legacy' range later in the year will feature them. We're seeing DC and Marvel part ways, not just on pricing, but also on the use of gimmicks. It's going to be very interesting indeed to see how the industry reacts.

Meanwhile, although the publisher can't afford to put all books back to the $2.99 price, they're pricing carefully. The 'Dark Matter' books will all be cheaper than the normal titles, while some of the Dark Knights: Metal books will also be at a lower price point.


https://moviepilot.com/p/sdcc-2017-dc-comics-comic-book-industry-collapse/4327814

BASICALLY, shit is about to hit the fan if the industry doesn't get it together. New talent and creativity needs to be introduced. Enough with the forced diversity already.
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Shadowplay
07/25/17 11:03:37 AM
#5:


I'm surprised he admitted that Ozymandias would be in the series.
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ChromaticAngel
07/25/17 11:04:58 AM
#6:


I bet Disney would be happy to throw their comics under the bus to prop up the MCU more.
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#7
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Jonny2284
07/25/17 11:21:09 AM
#8:


They need to up their distribution game. My only options are a crappy store that smells like piss. Get them back in regular stores, on supermarket shelves instead of being the domain of these dirty little stores run by the socially inept.
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#9
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#10
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ChromaticAngel
07/25/17 11:39:10 AM
#11:


ImAMarvel posted...
I'm really glad that DC is recognizing that there's a problem. I really like that they just don't want to rely on success from their movies, unlike Marvel.

For me, I haven't been buying many comics because I don't really make that much. I really wanted to wait until I got a better-paying job for me to start collecting books monthly again. But I've also been waiting for stuff to hit trades.

I've always thought that advertising comics on tv might help to jump start the industry again.


if you don't have a lot of money, paperback trades are the way to go IMO.

But seriously, I think there needs to be a move more towards web-comic shit for the major publishers. They're hanging on to what is effectively the dead newspaper format. Yes, I get that Comixology and shit is a thing, but having to pay money to read every individual comic is not a sustainable business practice despite the killer sales coming out of Rebirth.

Marvel got a huge head start by having a Marvel Unlimited service, but there is still no way to read most comics for free.

IMO, big 2 comics can adopt more of a WWE style of show.

pick a few series, say, Batman, Superman, Wonder Woman, etc... then put the issue online every month, and then every major plot point, usually every 6th issue, get people to check out "what happens next" over at comixology for $2.99 or something. Then when issue 7 comes out, move the past 6 issues into an "unlimited" style subscription where you can go through and read a backlog.
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#12
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EyeWontBeFooled
07/25/17 12:58:07 PM
#13:


ChromaticAngel posted...
ImAMarvel posted...
I'm really glad that DC is recognizing that there's a problem. I really like that they just don't want to rely on success from their movies, unlike Marvel.

For me, I haven't been buying many comics because I don't really make that much. I really wanted to wait until I got a better-paying job for me to start collecting books monthly again. But I've also been waiting for stuff to hit trades.

I've always thought that advertising comics on tv might help to jump start the industry again.


if you don't have a lot of money, paperback trades are the way to go IMO.

But seriously, I think there needs to be a move more towards web-comic shit for the major publishers. They're hanging on to what is effectively the dead newspaper format. Yes, I get that Comixology and shit is a thing, but having to pay money to read every individual comic is not a sustainable business practice despite the killer sales coming out of Rebirth.

Marvel got a huge head start by having a Marvel Unlimited service, but there is still no way to read most comics for free.

IMO, big 2 comics can adopt more of a WWE style of show.

pick a few series, say, Batman, Superman, Wonder Woman, etc... then put the issue online every month, and then every major plot point, usually every 6th issue, get people to check out "what happens next" over at comixology for $2.99 or something. Then when issue 7 comes out, move the past 6 issues into an "unlimited" style subscription where you can go through and read a backlog.


Here is the thing with digital comics. It takes away everything about how comics are supposed to be read, and until comic book sized e-readers come out, that won't change in the slightest.
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Cheater87
07/25/17 12:59:03 PM
#14:


The 50+ year government plot to kill comics has succeeded???
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Mist_Turnips
07/25/17 12:59:59 PM
#15:


Good. Comics have gotten embarrassing and they never had good writing anyway.
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#16
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PepsiWithCoke
07/25/17 1:03:44 PM
#17:


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ArchiePeck
07/25/17 1:04:41 PM
#18:


ImAMarvel posted...
Jonny2284 posted...
They need to up their distribution game. My only options are a crappy store that smells like piss. Get them back in regular stores, on supermarket shelves instead of being the domain of these dirty little stores run by the socially inept.


This too. Get comics back in Wal-Mart and stuff. I do see some comics there but it's always some movie tie-in shit meant for little kids.


I'm sure if it was profitable to do so they would - I expect reps from big chain stores will enforce ridiculously tight margins on them.
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Paper_Okami
07/25/17 1:04:53 PM
#19:


Mist_Turnips posted...
they never had good writing anyway.


"i've clearly never read any good comics"
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PoopPotato
07/25/17 1:07:05 PM
#20:


Marvel unlimited is pretty nice on tablets. Just set it to smart panel mode and it reads in order panel by panel.
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Shadowplay
07/25/17 1:09:12 PM
#21:


Paper_Okami posted...
Mist_Turnips posted...
they never had good writing anyway.


"i've clearly never read any good comics"

Clearly never even done the required reading that we call Watchmen.
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Rexdragon125
07/25/17 1:09:56 PM
#22:


They did this to themselves with their decades of churning garbage writers
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DonaldClinton
07/25/17 1:12:21 PM
#23:


If they go digital only and advertise big events more on tv and in theaters right before the comic book movies, then they might see more profits
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Apocalyptic
07/25/17 2:21:53 PM
#24:


Shadowplay posted...
Paper_Okami posted...
Mist_Turnips posted...
they never had good writing anyway.


"i've clearly never read any good comics"

Clearly never even done the required reading that we call Watchmen.


I really need to finish Watchmen one of these days.
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ChromaticAngel
07/25/17 2:25:17 PM
#25:


EyeWontBeFooled posted...
Here is the thing with digital comics. It takes away everything about how comics are supposed to be read, and until comic book sized e-readers come out, that won't change in the slightest.


I disagree. The way Comixology focuses and zooms in and out on certain panels is fucking genius and how I wish comics would have always been read.
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UnfairRepresent
07/25/17 2:30:42 PM
#26:


I'm not surprised. Comics are so expensive and short, they're a dead medium now
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justaguy3492
07/25/17 2:36:19 PM
#27:


I'll be honest I never bought comics before, but I've always enjoyed the hero's that they've produced. Do they offer E-comics? Do they allow for a subscription based payment system? How expensive are they? I don't know the answers to any of these questions (nor do I really care to google them) but from someone who's never bought comics before to me it seems like it's paper only, you buy 1 at a time, and they're expensive for the length of material provided. Maybe that isn't how it is, and maybe I'm disillusioned with the industry, but if you're looking to bring in a new audience then there needs to be a marketing push to get those stereotypes out of people's heads. If that is how the comic book industry wants to keep the business to preserve some sense of culture, then that's fine, just realize that the industry WILL die if they don't modernize.
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TheoryzC
07/25/17 2:41:47 PM
#28:


Start selling comics at the supermarket again
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Paper_Okami
07/25/17 3:09:49 PM
#29:


UnfairRepresent posted...
I'm not surprised. Comics are so expensive and short, they're a dead medium now


LMAO

Unfair with another one of his trash opinions.
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AngelsNAirwav3s
07/25/17 3:42:00 PM
#30:


Comics is having the same problem the music industry did, and honestly they should just follow the exact same model.

Have a free limited online comic platform, where you can read a few of the new releases, maybe first issues and what not, and all issues that are a month or two behind. Have there be tons of ads generating revenue. Finally offer a premium service for $15/month where you get all the new releases, as well as no more ads.
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justaguy3492
07/25/17 4:12:04 PM
#31:


AngelsNAirwav3s posted...
Comics is having the same problem the music industry did, and honestly they should just follow the exact same model.

Have a free limited online comic platform, where you can read a few of the new releases, maybe first issues and what not, and all issues that are a month or two behind. Have there be tons of ads generating revenue. Finally offer a premium service for $15/month where you get all the new releases, as well as no more ads.


This, I haven't downloaded ANY music since spotify premium came around. You have to make it more convenient to buy things than steal/not buy it in general.
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Jonny2284
07/25/17 4:17:48 PM
#32:


EyeWontBeFooled posted...

Here is the thing with digital comics. It takes away everything about how comics are supposed to be read, and until comic book sized e-readers come out, that won't change in the slightest.


I read comics on both my 7 and 10 inch tablets all the time through Comixology, Marvel unlimited (when I subscribed) and Comicrack for those random cbr files I've gotten through humblebundles and they're all fine (with the guided view it's perfectly presentable on a phone in landscape).

The problem is their model and unwillingness to branch out from selling physical copies, they're only trying to sell to dwindling base of people already into comics, not doing anything to expand that. Where's the adverts before the DC and Marvel films, where's the deep, deep discounts on relevant stories when the opportune times come? Is there really so much sales potential in old Simonson,Gillian, Jurgen and JMS Thor comics that they couldn't sell it at 90% off as Ragnarok hits theatres as a loss leader to draw people in? I saw an ad for a new Alien story on Audible before that new Alien film but where's the same for this stuff. Hell in Marvel's case where are the ****ing ads for Marvel unlimited before their own films?

I don't get how they're failing to capitalise that 50 years of stories on these characters you love are one click away in such a spectacular manner when superheroes are such a big thing right now. Good comics are selling 50 thousand units, what could they do with a bit of push to show people "this is where those stories are coming from and you can buy now in one click from your amazon account and read it in 2 minutes"?
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Mist_Turnips
07/26/17 1:43:42 PM
#33:


Paper_Okami posted...
Mist_Turnips posted...
they never had good writing anyway.


"i've clearly never read any good comics"

Sounds like an oxymoron.
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Zack_Attackv1
07/26/17 1:59:54 PM
#34:


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Doe
07/26/17 2:04:31 PM
#35:


I love the comics on the TF2 website where the panels change as new ones are revealed
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GiftedACIII
07/26/17 2:13:15 PM
#36:


EyeWontBeFooled posted...
ChromaticAngel posted...
ImAMarvel posted...
I'm really glad that DC is recognizing that there's a problem. I really like that they just don't want to rely on success from their movies, unlike Marvel.

For me, I haven't been buying many comics because I don't really make that much. I really wanted to wait until I got a better-paying job for me to start collecting books monthly again. But I've also been waiting for stuff to hit trades.

I've always thought that advertising comics on tv might help to jump start the industry again.


if you don't have a lot of money, paperback trades are the way to go IMO.

But seriously, I think there needs to be a move more towards web-comic shit for the major publishers. They're hanging on to what is effectively the dead newspaper format. Yes, I get that Comixology and shit is a thing, but having to pay money to read every individual comic is not a sustainable business practice despite the killer sales coming out of Rebirth.

Marvel got a huge head start by having a Marvel Unlimited service, but there is still no way to read most comics for free.

IMO, big 2 comics can adopt more of a WWE style of show.

pick a few series, say, Batman, Superman, Wonder Woman, etc... then put the issue online every month, and then every major plot point, usually every 6th issue, get people to check out "what happens next" over at comixology for $2.99 or something. Then when issue 7 comes out, move the past 6 issues into an "unlimited" style subscription where you can go through and read a backlog.


Here is the thing with digital comics. It takes away everything about how comics are supposed to be read, and until comic book sized e-readers come out, that won't change in the slightest.


Times change.
People said that about newspapers too
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Doe
07/26/17 2:15:18 PM
#37:


Here's the question:

Does a giant audience that wants to read comic books really exist anymore?
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apocalyptic_4
07/26/17 2:16:21 PM
#38:


Bad pricing and releasing events with multiple tie ins so you have to buy multiple comics to keep up with storylines to understand them along with online comics you can read for free is to blame.

More so marvels fault than DC
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AceWingsta
07/26/17 6:51:00 PM
#39:


It's inefficient and expensive
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