Updating Your Business Model

By | Friday, June 07, 2024 Leave a Comment
Just about all mainstream comics publishers, writers, artists, etc. are working under some misconceptions. The idea that we, as consumers, are paying whatever the cover price of a comic is for the content within it. The latest episodic adventure of Batman, the slice-of-life emotional drama in Heartstopper, the slapstick comedy of Groo... whatever type of story you want to read. However, that is NOT what you're paying for. The content you're looking for is, for all intents and purposes, free. What you're paying for is your preferred delivery method -- in the case of comics, frequently, a 32 page pamphlet.

The internet has opened up the ability for just about anyone in the world, regardless of skill or creativity, to publish whatever they like with effectively no start-up costs. That might be a blog, a podcast, a comic, a book, a movie... just about any type of content one might want to put out for the world to see/hear.* They can put their ideas, their creations, out for public consumption. There's no charge to publish, so there's no charge to consume. However if you, as a consumer, want to experience something more than just the ideas being presented -- if you want some tangible aspect of those ideas -- that is going to cost you.

Take a look at the Foglio's Girl Genius. You can go to their web site and read the entire series from page 1. You can read ancillary stories that have never been published in paper form. You can download audio plays. All by the creative minds who came up with the idea. All for free. All legally available for free.

And yet, the Foglios are making a living drawing comics. How? By selling the tangible goods related to their story. You can buy the original pages of art. You can buy collected graphic novel versions of the story. You can buy t-shirts and mouse pads and coffee mugs. All of that costs you, the consumer, money. But what are you paying for? You're not paying for the image of Agatha Heterodyne, you're paying for the raw materials that image is on. Whether it's bound sheets of paper or molded plastic, you're paying for stuff. Actual, tangible stuff.

George Carlin used to have a routine about all the stuff people have. But he was, in effect, making fun of consumerism. The act of amassing larger and larger piles of stuff which is only representative of our thoughts, ideas, and experiences. Or, more accurately, representative of other people's thoughts, ideas and experiences which we would like to share.

Because what is reading a comic book, but an experience? There are any number of ways we can participate in that experience and share it with others. But we frequently choose to have that experience represented as a series of 32 page pamphlets, shoved in a ever-growing number of long boxes. We're paying money NOT for the experience itself, but for a tangible representation of that experience.

Here's another example: Alice's Adventures in Wonderland. You can download a copy of the original text of the book here. You can download a copy of someone reading the text here. You can download a comparatively recent comic book adaptation of the original story here. All of these are completely free and completely legal, and will sit unobtrusively on your hard drive.

Alternatively, you can head over to Amazon to buy a copy of the book here. Or the same story with annotations. Or the Cliff's Notes version. Or a pop-up version. Or a DVD of Disney's version. Most of which will cost you less than twenty bucks, but you'll have a tangible version to place on your bookshelf.

Alternatively, you could shell out substantially more money to obtain a rare 1899 copy of the book. Or a 1918 copy. Or an original animation cel from one of the various movies. You still get a tangible version, plus you get the ability to place it under glass and have your friends "Oooo" and "Aaaah" over it.

In any of those scenarios, you get essentially the same story. The same thoughts and ideas Lewis Carroll put down 150-some years ago. But some will cost you a good deal more than others, and for what? For a different delivery method. For a different object. For a different piece of stuff.

I could go to the Folgio's web site every other day and read their latest story developments one page at a time. Or I download an audio version of Alice and listen to it while I walk the dog. But I actively choose to buy Girl Genius as it gets published in a trade paperback format. I actively choose to buy a new/different edition of Carroll's masterpiece. I am willing to pay for a specific delivery method for content which is freely available.

Four bucks is too much for a 32-page gamble on what may or may not be a decent story but that's NOT how people sample comics. They read previews and pirated copies online and, then, if they like it, they drop a few bucks for a printed copy of it. Sure, some people will always have an impulse purchase in their LCS from time to time when they see something that strikes their fancy. But that's not the primary business model going deeper into the 21st century. It can't be because it's too cost-prohibitive from a consumer standpoint.

The corollary to this, of course, is that the current system at Diamond doesn't work. It's built and structured around an untenable model in which not only are samples unavailable, but the purchases must be made months in advance, often before the product is even itself complete. That it's sustained itself this long honestly surprises me to no end. Many people have complained about issues with Diamond over the years, but as creators and publishers recognize better ways to generate income (i.e. the "Airship Entertainment Publishing Model") Diamond will become less and less relevant to publishers' revenue streams. The start of COVID only amplified many of the issues that were already there.

Which actually presents something of an opportunity. Comic fans will want to be able to sample more and more comics, but they won't want to have to go to each publishers' web site to download samples. I think someone will be able to clean house in another decade or so if they were able to A) establish themselves as a one-stop repository for all publishers' sample/downloadable comics, and B) also set themselves up as a retailer so that you could not only sample, but order whatever comics/graphic novels you like. Sure, you'd get some folks who read the digital versions and never ordered anything, but it would go a long way to creative diversity in the field and helping to support the smaller, independent folks who otherwise wouldn't get the shelf space that's normally devoted to Marvel and DC.

* Admittedly, the 'net is still lacking dimensions for taste, touch, and smell but I'm largely talking about comic books here. The content of comics only has the dimension of sight. The smell and touch of an old comic, while certainly notable to the experience, is generally not intended or designed by the creators. The only portion of the comic reading experience they even attempt to influence is sight -- which is wholly replicable online.
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