It’s the Medium, not the Method of Delivery that matters.

Floppy comics may die someday, they may not. That’s beside the point… it’s the pictures between the covers that matter, and if a kid (or adult) gets interested in the art form because they’ve been given a floppy, then they will come back for more floppies, digests, trades, hardcovers, whatever.

(At Ben&Jerrry’s free cone day, they don’t give out cones because milkshakes are a dying form. Not a great analogy, but maybe you see my point.)

If your basic problem is that bad stores are doing the event poorly, then the fault doesn’t lie with the event (which you get out of, what you put in), but the stores who do it poorly.

Baby and bathwater….

But more to the point — I am not completely DOWN on FCBD. I’m ambivalent about it.

In the past, believe me, I’ve been right there in the thick of it. I try to make sure my students are involved and aware. I’ve been a volunteer handing out flyers for my regular store as people were exiting the movie theater for that year’s superhero movie. I’ve been a part of youth-library workshops taking FCBD as a springboard getting kids using comics as a literary tool. I assure you I’ve done my share of cheerleading for the event.

Here’s my thing. Alex, I think you have a skewed perspective. Your shop gets a great big push out of the day, okay, but you put that much into your shop all the time. So does MY regular shop. Etc. That’s all fine. But you guys are ALREADY RUNNING YOUR SHOPS like bookstore retail outlets, you understand how to run an attractive shop. I really don’t think you guys are the majority. That’s one. I knew perfectly well Rocketship had a great Free Comic Book Day because you guys run great events there all the time. I knew Zanadu did too, and for the same reason. My assumption until last week was that MOST retailers knew how to do promotion. It was my crappy experience at the other place that led me to wonder and ask around here in town. Should I have gone outside of town– I DID go outside of my own zip code– well, maybe. But to write a column POSING the question, no, I didn’t think it was necessary. Anyway, hopefully that answers part of what you’re asking.

Two, I honestly think the 32-page stapled booklet comic is over as a mass medium. I think any effort to evangelize that form as representative of comics is really doomed to failure in the long term because it’s just not an attractive format to new readers. An event built on giving THOSE books away, I’m once again led to ask why we’re doing it.

I put those two things together and I’m left wondering — the effort that the smart retailers and publishers put into Free Comic Book Day, is it honestly the BEST way of getting the word out? Is it honestly doing what it’s supposed to do? And are there ways to get to the same result that are more effective?

Now. That’s the column. ASKING those questions. That’s what I’m wondering. Looking at the comments I see a fairly wide split in the answers.

NO ONE DOUBTS THE GOOD INTENTIONS BEHIND THE EVENT. I certainly don’t. I’m just wondering if we can’t be doing it differently, or better. The fact that the good stuff people have been citing are all Silver Sponsor, second-tier selections is worth noting, too. More expensive for shops, probably fewer ordered and thus distributed. I don’t think the Gold selections are all that exciting or diverse for new readers.

So. Beyond that, I really don’t want to spend a lot more time on this — the discussion’s been great, it’s been really illuminating, and it strikes me that something that gets this many people thinking seriously about it means it was a column worth writing. I notice that it’s all been pretty serious back and forth with various opinions represented. If I’m a Gloomy Gus about the future of standard newsstand monthly comics, okay, I’ll cop to it on alternate days at least… but at least I see a fair number of other folks wondering some of the same things.

Comics have no bigger cheerleader than me. I love them and I want everyone else to love them too. But I don’t love them blindly. I’d rather they grow up and become whatever they’re becoming — actual books, maybe? — than keep administering CPR to a form that I think would probably already be DOA if not for the fans who refuse to give it up.

If that’s the Alex I assume it is (Rocketship?), it’s one of the only times I can remember wholeheartedly agreeing with him, and yeah, I just don’t see what Greg was driving at here.

I have to admit, I’m a little confused and disconcerted by your article, having read it a couple of times and thought about it.

I’m frankly surprised by your negativity, and a little bewildered by your short-sightedness. You’re ready to roundly dismiss an event that has nothing but the nicest of intentions (to give away FREE COMICS) based on the observations of a handful of stores.

You could have asked around a little bit… you could have at least asked me, old buddy! And you might have found that for every retailer who has no idea what the point is, I can give you three who use it as the biggest customer outreach of the day. But rather than do a mild bit of research beyond your zip code, you’ve decided to shout “j’accuse!” at the whole system, when plenty of evidence supports the contrary opinion; namely, that FCBD is a blast, man! It makes me sad to see you grousing so angrily, but this is apparently not a day for you. If you’re going to dig around in a gift horse’s mouth looking for fault, it’s possible you will find some. I, for one, am just happy the horse is out there and kids are happy to see it.

What’s the point?

The point is to say “hey! Free stuff! Bring your kids!”, watch people show up, give these people comics, and say “Here you go! This is just a taste of what there is out there! Lynda Barry, Peanuts, Rick Geary drawing GUMBY, Eddie Campbell, classic Mickey, WHITEOUT… damn! Comics are awesome!

Now folks are in the store, happy as can be with a pile of new books… they look around and say “hey- this looks pretty cool! I’ll have to remember this place!”

And you have a new casual reader. Voila! How is this a bad thing? Why is this something to gripe about?This is what the Gospel of Comics is all about, and if you’re not ready to preach it, at least don’t pee in everybody else’s lemonade!

Some of us are staking our livelihoods on the Awesome Power of Comics, and really believe that they are a viable art-form, and they need to be in the hands of every out there who’s interested, and FCBD is a damn fine idea. So rather than pooh-poohing it because you had a Gloomy Gus day, why not say “well heck, if it works in one store in one town in the whole wide world, it’s worth it.”

I think the success rate is far better than that, but you get my meaning, I’m sure.

As the man says, “Snail, go climb Mt. Fuji… but slowly!”

And thekamisama, I went to the store you mention’s Bowling Green, KY’s branch store, and the selection was no better. it must have been some sort of chainwide decision. The only free book I got was Owly…

Like anything else in the world, it works if you do it right.

I’ll leave it at that.

I appreciate the time, consideration and effort you put into writing this column. As the founder of Free Comic Book Day, please allow me to add some facts to the opinions you’ve posited.

1) With 2000 retailers in 25 countries participating, FCBD is working. The feedback I get each year tells me that new people are buying comics as a result of their free taste on FCBD. Here we are, talking about the 6th annual FCBD and still nearly 200 of the 1000 people that came through my store (Flying Colors Comics in Concord CA) had *never* been here before! I know other retailers share similar results.

2) In 2006, an estimated 500,000 people visited participating FCBD retailers on the day of the event. Indications are that 2007 totals may exceed those from 2006. Whether those are new or returning visitors, whether they are casual readers or die-hard fans— no promotion has ever had that kind of pull for direct market retailers.

3) Kids love comics! The problem is that they rarely get exposed to them— and sadly, it’s so much easier to just play a video game or watch the idiot box.

4)Comics—reading of all kinds, really, takes energy and dedication on the part of the reader, something that is slow to cultivate. That’s not a fault of FCBD, it’s a unique and wonderful difference that really negates any real comparisons between comics and more passive visual media (TV, movies, video games).

5)There are many retailers that do up FCBD in truly creative ways—and there are some that sit on their hands waiting for something magical to happen. FCBD is an opportunity for retailers willing to invest some time and effort to pull new people into their stores. It’s also a time to truly do some outreach—taking comics to theaters, schools, libraries. Please don’t let the negative experience of the store you went into on FCBD color your perception of what the event can do (and has done for many retailers).

6)The FCBD comics offered this year presented a broad range of opportunities for marketing to new readers—whether that’s reaching out to the fans of My Chemical Romance with the Dark Horse comic, reaching the millions of readers of PEANUTS (still syndicated in 2000+ newspapers!), attracting the Spider-Man movie-goers (with a really fun effort from Slott & Jiminez)… I could go on with the attributes of many of the comics offered this year. I think most participating publishers did a splendid job of making their comics attractive to their target audience.

7)FCBD has three main goals:
* To introduce new readers to comics
* To call back former readers
* To thank current readers for their support

I do believe FCBD is succeeding on all three of these fronts. In the six years of the event, comic sales have risen each and every year. I realize all the credit can’t go to FCBD, there are too many other factors that are an important part of the mix. But it’s say to say that FCBD is part of the success.

I hope this perspective is helpful. If you have any questions, I’m only an e-mail away. I can be reached through my web-site at http://FlyingColorsComics.com.

Thanks!

Joe Field
Owner
Flying Colors Comics
Concord CA
Founder of Free Comic Book Day

If I like Nurse Novels more than anything else, and know where to find a few other types of novels if I really want to, then why am i going to complain that the majority of the audience reading novels only want to read nurse novels, so therefore there are far more of those than everything else.

If a whole bunch of other “more mainstream” people start reading novels, then there’s a lot less of a chance of the stuff i like the most(which by nature isn’t so mainstream) being there the same way it is for me now.

That’s not the argument in question but it’s on my mind a lot.

I think there is a big group that fits between “goes to the LCS every Wed to pick up their shipment from their box” and “the mainstream”. There is a TON of geekage out there who aren’t reading comics. That should be one of our primary audiences. That sci-fi reader. That Smallville watcher.

I also think that Free Comic Book Day should be more about getting comics to to where people are, than bringing people to the comics. I know the dealers are looking for sales from the event, but I’d rather see them set up at their local library or theatre or mall WHERE PEOPLE ALREADY ARE and distribute the comics that way.

I agree with whoever said FCBD is like slapping a Band-Aid on a cancer (I’m just too lazy to scroll back and look.) There are four major areas that need to be looked at in terms of getting comics major mainstream success: Distribution, promotion, format, and content. (IE, comics are currently pretty much limited to specialty shops, people aren’t paying attention to them–even fans of the characters they feature, the 32-page format seems to be going out of style as the trade paperback becomes more popular, and they’re written by and for adults who are already long-term fans.) FCBD is a half-hearted attempt to address one of those four areas.

Oh, no no no no no no no. No. They buy them to distribute for free. Twelve to fifty cents each. Relatively less expensive than regular floppies, yes, but they buy them.

You’re right on the increased shipping to the UK, of course.

I think it’s roughly 20 cents a book (it could be a bit more or a bit less – it also differs per company – 20 cents is a rough estimate of the average cost).

American comic shops get their free comics for free, British shops have to pay shipping costs- as a result, an awful lot of places don’t take part; understandably, I think.

…And then there are places like Forbidden Planet in London, who give lip service to it, then hide the comics behind the counter, and treat anyone who asks about them like some kind of beggar. At least, that was my experience.

Thank god, I was wondering if I was the only one that felt that way. I kept wondering if the pages got stapled out of order or something…

and in 85, when i was about the age of the girl i spoke to at FCBD, comics were $0.65 – $0.75, now they are essesntially 3 bucks. that is a huge jump in costs (300%).

The national average price of bread (wheat as i would never want my worst enemy to eat that tasteless wonder “bread”-ish stuff) was about 86 cents a loaf in 85. today it is $1.64(http://data.bls.gov/PDQ/outside.jsp?survey=ap). that is only a 100% jump. and while bread might be trailing inflation, comics are far out pacing it.

I know i could collect cans and bottles for 5 cents a piece and have the price of a comic in no time, usually less than 10 minutes of work. today that would take 60 cans, without tax.

holy hell, no wonder kids are not invading the comic stores in droves.

and earlier a poster said the price of comics are not a problem, as americans will go into debt for what they want. but the kids do not have that option. and unless they are trustifarians comics is a horrible option for the little allowance money they get.

maybe the bigger comic companies would be far better off doing loss leader marketing by issuing JLU, batman beyond, what ever that teen aged x-men comic was called, etc, at a buck each month.

or just do tons of reprints and get them in happy meals or cereal boxes (with serious money saving options at comic stores to get them AND THEIR PARENTS into specialty stores) to help drive business.

you know or just focus on the trades and build a new audience that is not beholden to wednesdays. and why are the majors not doing more digest comics???