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Although lacking in popularity for years, the mid-50s

through early 60s brought back a resurgence of the

superheroes. This in itself was not bad, especially since I

like superheroes. But as the publishers wanted to cash in

on this rebirth, all other genres within the comic book

industry started to fade. The romance comics, the westerns,

the hard-boiled detectives, the war comics and science

fiction comics all started to pass by the wayside. The

superhero was being driven by the market forces, which

became to exist in the US comic book industry. Suppliers

and consumers alike developed an obsessive preoccupation

with superheroes, which ultimately became a detriment to

the medium as a whole. By catering too much to the limited

market of superhero lovers, a much broader audience became

neglected. One analogy presented in the past was that

superheroes are like really good desert. We all like

desert, but who can eat it all the time?



Another concern with this market saturation was the

aesthetic merits under the weight of the superhero

longevity itself. This was not necessarily the fault of the

genre itself, but of the market upholding its lone cash

cow. The very nature of art of storytelling within the

superhero arena, was greatly affected. We all have learned

from the time we were young, the fundamental elements of

storytelling. There is the beginning, a middle and an end.

The telling of superheroes defies these fundamentals. There

is a beginning, a continuous middle and NO end. The most

obvious (and arguably most drama killing) story telling

convention is that a leading superhero character can not

die, at least, not for long.



Where is the sense of suspense in knowing the peril of the

superhero against the super villain, will not last for

long. Knowing that to sustain the market popularity, the

hero must return issue after issue. While thrilling, it

becomes and unconscious exercise in waiting to see how our

hero survives. This does not command the drama as that of a

character whose outcome you are uncertain of for any given

issue. This leaves no ending to an otherwise great story

line, and thus a paradox. How could our superhero

characters continue, as we would have them, if they were

truly to die?



Cognitive psychology has demonstrated that memory retention

is stronger with beginnings and endings. We wonder then,

how can a story be memorable if there is no ending? It can

be theorized, that to keep comic books good, and this

includes super heroes, they have to ultimately come to an

end. It has been quoted before that all good things must

come to an end. Would this help to keep the comic book

industry on a more successful track? This can now only be

to the speculation of each of us as individuals. Think

about what your opinion is.



One of the easiest mistakes to spot in the comic book

industry, but the hardest to avoid, was the creation of the

Direct Sales Market. This was intended so dealers could

purchase direct from the publishers, for a lower cost and

in bulk. This in turn would allow the dealers to make their

own profits. Not a bad idea. Isn't this how

wholesale/retail transactions operate? Apparently though,

this became the only method of distribution and eliminated

mass venues and comic books were only sold through small

isolated venues. What do you think would happen if Time

Magazine, for instance, took itself off the newsstands and

sold only through these small outlets?



Imagine, although pure profits for the publishers, turning

a mass publication into a niche market publication. Who

would deliberately do this? Who would be that crazy? Well,

apparently the comic book industry did. Over 70 odd years

they had managed to always make the wrong decision, by

looking at the shortest-term results and throwing every egg

into that basket.



And if all this is not enough, the final mistake made by

the industry was to shift from Product to Personality. This

entailed the move toward selling who was doing the book

instead of what the book was all about. While a few bright

lights in the comic book writing field shined and some over

the short term prospered, can an industry in general,

continue to be successful? If none but the most well know

and successful writers can prosper, what would become of

the bulk of the comic book genre, if this attitude

persists? Many otherwise excellent magazines may go down

the proverbially flaming tubes. Do keep this in mind.



Can the comic book industry be saved? Very possibly, but

when the individuals in charge of the saving are as eager

as ever to make the same mistakes all over again, what will

the outcome be? They don't even appear to be cleaver enough

to make new mistakes.






About the author:


Dave Gieber is the owner and editor of a website built
around one of his childhood passions. Learn the basic
essentials to comic book collecting success with this
free 5-day course:
www.comic-book-collection-made-easy.com/5-day-course.html