(Comics Retailing) Last Thursday I launched one of my many, many rants about the Direct Market, the network which feeds comics and related products to comics shops nationwide. It often seems to me that I'm howling into the void when I make one of these excursions, given the almost total lack of a response, but this one did in fact produce a reaction, in the form of a long and well-argued email from San Francisco retailer Brian Hibbs:
"Well, Tzipi and the Mother-in-Law are off to Trader Joe's, and Baby Ben is blissfully asleep, so let me pop my head up into the daylight of comics again for a small response to Thursday's rant.
"While I think we'd all like to see better reporting of actual sales to ALL segments of the marketplace, rather than just the Diamond-centric listings that we have now, let me observe that the estimates and dissemination of that data is miles better than it used to be even five years ago.
"(Parenthetically, are you aware of http://coldcut.com/salesstats/? No hard numbers, but at least there are ranked charts there for Cold Cut Distribution.)
"But I think it's fairly dangerous to pull out the small handful of exceptional standouts from the bookstore side of the market and extrapolate that mana and honey is just right there, a heartbeat out of our grasp!
"I'm really glad that comics are slowly moving into book stores -- this makes my life as a specialty store owner that much easier, and it really holds the potential to change a lot of the intertia that so frequently grips the comics industry in America. However, moving into that environment is horrifically risky for the publisher. Trying to move into bookstores and facing the facts of returns has swamped many a publisher in the past, and certainly we all hear stories about publishers over-extending themselves to nearly the edge today.
"Further, there's a couple of things that the Direct Market does that the Bookstore side can never do. Besides the Firm Sale of buying non-returnable (and, for the love of god, don't underestimate what an important economic tent-leg that is for most publishers), the DM can and does nuture creators and careers to the point where they CAN sell in bookstores. Clowes, Ware, Gaiman, those are all examples where the speciality market helped those talents build thier chops and thier backlist while providing them some measure of cashflow as they honed their skill.
"You recognize how the bookstore market functions, yes? They cherrypick our best stuff. I have no real problem with this, but failure to look that central fact in the eye is foolish.
"GHOST WORLD, you say, has sold 90,000 copies into book stores (We'll get back to that in one minute). What has DAVID BORING sold? 20TH CENTURY EIGHTBALL? LIKE A VELVET GLOVE CAST IN IRON? CARICATURE? I quite imagine those numbers are much lower. Or how about NAUGHTY BITS? How has that sold into bookstores? Or, say, MEATCAKE? Clearly, the DM is still selling a significant portion of the backlist, if not "all" of it in the midrange and lower titles.
"Frankly, I question your 90%-to-bookstores statement, and I'd call on you to back it up. I mean, since GHOST WORLD was released I've sold, bare minimum, 500 copies of the book -- that's 0.5% of what you claim to be the 'DM portion' of it's 100k. I flatly don't believe that could possibly be true on that book. Your numbers really have to be off somewhere there.... Oh and, you, um, DO realize that a significant percentage of sales reported as 'bookstore' actually go into the Direct Market, as potentially returnable supplements to initials, right?
"And let's talk about ENDLESS NIGHTS -- yes, it's fabulous that this went (let's say) 70:30 to the bookstores, but I think the real story would have been if it DIDN'T. In a way this is almost the perfect 'Hey, read some comics!' book ever -- it's accessible, literate, funny, scary, diverse-in-art-style and showing a really good range of what comics can do. It's by a (now) recognized-by-mainstream author, and it's supported by an excellent backlist. But look at what those numbers mean...
"30k copies (and, again, this is actual sales for what appears to be 13 days of reporting -- ENDLESS NIGHTS was released on 9/17) means that, if there are 3500 comic book shops, then we're talking 8.6 copies per-store.
"No one seems to know how many 'bookstores' there are, but 50,000 seems like a reasonable estimate -- so 70k copies going into that channel means, 1.4 copies-per-store.
"Obviously, that's a really shallow analysis, but it should in some small measure show the relative economic weight of the DM.
"Again, the DM will continue to sell this book briskly for months on end -- I suspect you'll find it in next month's top Book list from Diamond; And we'll have all 10 volumes of SANDMAN in stock, and the DEATH books, and BLACK ORCHID and BOOKS OF MAGIC, and MR. PUNCH, and and and....supporting the whole body of work and not just the hit.
"I can name probably 15 places in the Bay Area that would have all 10 volumes of SANDMAN out on the shelf... and not one of them is a bookstore.
"And I think it's a pipedream, at best, to think that bookstores will change the fundamental aspect of cherrypicking from what the DM proves out.
"The real answer is, as always, more and better comic shops. Bottom line: there's only so much square footage that a bookstore is going to devote to (*shudder*) 'Graphica'. That's not where the FUTURE lies because you're simply not going to change the profit-square-foot margin enough to make that actually and truly worthwhile.
"All the best,
-B"
First of all, thank you for taking the time to write, Brian -- it frequently feels like I'm talking to myself here, and when I do get a response it's usually of the "you sound like you're relishing the idea of a collapse" model. (For the record: no. I rant about the Direct Market as I do because I genuinely don't want to see such a collapse happen; I like comics shops, and want to see them thrive and grow for the rest of my life. I promise you, if it were otherwise I wouldn't waste the enormous energy that I devote to writing the weblog.)
That said, I disagree with a good portion of your analysis. Chief among them is the notion that the Direct Market is the only place that independent publishers can ever really be sure that they'll find support for their work. I'm sorry, Brian, but this simply isn't true. Don't believe me? Let's look at the numbers. Below is a listing of every title from a non-genre publisher I could find on ICv2's sales rankings, starting from March (when both initial orders and reorders first began tracking together):
| Top 50 Graphic Novels (March 2003) |
| Ranking | Title | Publisher | Units sold |
| 24 | CHEAT GN | ONI | 2,651 |
| 25 | STRANGERS IN PARADISE VOL 12 | ABS | 2,610 |
| 40 | SIMPSONS COMIC MADNESS TP | BON | 2,110 |
| 45 | COURIERS GN | AIT | 1,920 |
| Top 50 Graphic Novels (May 2003) |
| 8 | ALAN MOORE PORTRAIT O/EXTRAORDINARY GENTLEMAN | ABI | 4,568 |
| 42 | JIMMY CORRIGAN SMARTEST KID ON EARTH SC | FAN | 1,888 |
| Top 50 Graphic Novels (June 2003) |
| 38 | TOP SHELF ASKS BIG QUESTION (MR) | TOP | 1,729 |
| 43 | SIMPSONS BIG BAD BOOK O/BART SIMPSON TP | BON | 1,630 |
| 49 | VIC & BLOOD TP | IBO | 1,502 |
| Top 50 Graphic Novels (July 2003) |
| 6 | DONALD DUCK ADVS VOL 1 | GEM | 5,776 |
| 13 | SWITCHBLADE HONEY GN | AIT | 3,240 |
| 19 | EXTRAORDINARY WORKS O/ALAN MOORE TP | TWO | 2,873 |
| 34 | COMICS JOURNAL LIBRARY VOL 2 FRANK MILLER TP | FAN | 2,316 |
| 40 | CBLDF SPX 2003 TRAVEL GN | CBL | 2,052 |
| 48 | BLANKETS GN | TOP | 1,862 |
| Top 50 Graphic Novels (August 2003) |
| 22 | QUIMBY THE MOUSE SC | FAN | 2,369 |
| 39 | DORK VOL 2 TP CIRCLING DRAIN | SLA | 1,604 |
| 42 | ACME NOVELTY DATEBOOK | DRA | 1,589 |
| Top 50 Graphic Novels (September 2003) |
| 31 | ONE BAD DAY GN | ONI | 2,127 |
| 43 | COURTNEY CRUMRIN & COVEN O/MYSTICS TP | ONI | 1,683 |
Please note that no titles for non-genre publishers whatsoever appeared on the top-fifty lists for April (and I'm actually stacking the deck a bit in favor of the Direct Market by including a few borderline titles, including all books by AiT/Planet Lar). Note the complete absence of Alternative and Highwater from the list; in fact, if we restrict this list exclusively to artcomics, we'd wind up with just six titles cracking the list at all in a seven month period, none selling higher than 2400 copies. The Fantagraphics softcovers alone that fell below the threshold include Francesca Ghermandi's The Wipeout, Ho Che Anderson's King Vol. 3, Johnny Ryan's Portajohnny, the third volume of George Herriman's Krazy & Ignatz, Jim Woodring's The Frank Book, Jaime Hernandez' Dicks and Deedees, Jason's The Iron Wagon and Dave Cooper's Ripple. Note also that no title ever reaches the top-fifty for more than a single month. Top Shelf's Blankets, for example, peeks its head into July's list at #48, selling just over 1800 copies; the volume went on to sell ten thousand. While I haven't discussed how that breaks down with the guys who run Top Shelf, I imagine that they almost certainly didn't sell more than, say, 800 copies at conventions. Care to guess where the rest of those sales probably took place?
I realize I sound hopelessly upbeat about the bookstore market, but it isn't because I think Brian Chippendale's house is going to be spackled in 14k gold once he gets a book into Barnes & Noble; I would agree that this is expecting too much. It isn't because the market for non-genre comics is sky-high in bookstores, but rather that there's a market at all. The problem isn't that the bookstore market is being held to some Olympian standard of sales, but that in the Direct Market, anything that doesn't feature superheroes or hard genre trappings is held down to a Special Olympian standard. The bookstore market has the potential for slow growth, while in the comics shops there's really no potential for growth at all.
It's feels wrong to be lecturing you about this, Brian, given that (A) you do in fact buck the trends and carry a wide variety of materials in your store, and (B) you've been sounding a similar horn far longer than I have. I certainly admire your track record, and respect your tireless advocacy of a more diverse market. That said, you sell comics in a major metropolitan city, a longtime center for alternative culture and the arts; of course there are multiple shops in San Francisco that carry other books beside the usual superhero lines. I'm currently blessed to have four such shops here in Seattle. My perspective, however, was largely shaped by spending over a decade trying to find the good stuff in Phoenix, Arizona, an utter wasteland for non-genre comics. Much of the Direct Market simply looks more like Phoenix than San Francisco or Seattle, a fact that the numbers ruthlessly reflect. (When I first heard that All About Books and Comics had won the retailer's Eisner Award this year, I called around to various friends back in the old town and asked if the shop had undergone some kind of rennovation after I'd left; they informed me that it had not, and we sat on the phone for a while and wondered at the inexplicable nature of the selection. Goddamn, what a mediocre fucking comics shop.)
The bookstore market is both fluid and complex, and your arguments certainly merit further reply, but it's pushing 6:00 AM already, so I think I'd better hold off on the rest of my reply until tomorrow.