Retailing & Marketing

ComicsPRO, the retailer advocacy group, has announced the 2012 nominees for their third annual Appreciation Awards, which honors pioneers in the direct market:

It's been abut a year since we covered the launch of The Bonfire Agency, an ad agency devoted to respectful and appropriate branding to the geek market, as well as market research and consulting on industry mainstays including the CBLDF and New York Comic Con. In talking to founders Steve Rotterdam and Ed Catto a year ago it was evident that they not only had advertising matters on their mind, but also blank spots in the industry, such as getting more demographic information and helping publishers monetize via an ad network. As 2012 dawns, Bonfire has just made a new hire, Kris Longo who joins the firm as Vice-President, Advertising Sales & Business Development following a stint at DC Comics as Manager of Advertising and Custom Publishing. At Bonfire Longo will be majorly involved with ComicsUnited, an ad network for non Big-Two comics publishers that will sell ads across books from a number of publishers.

If you've watched any male-targeted TV programming in the last five years you know that it only takes one squirt of Axe body spray to turn the pudgiest sportsbar refugee into a rampaging sex god with the ladies. And now the cologne company has decided to turn to the comics audience with an interactive graphic novel. YOU can view the idea for Axe Anarchy in the above video -- basically normal looking schlubs and super hot women in the Brokeback pose. But all can contribute!

Today, we keep seeing attempts to bring back limited versions of the newsstand comics rack.  2011's Barnes & Noble program being the most prominent to get a little press.  Interestingly, in recent weeks, both Jim Shooter and Chris Clarement have made comments about the demise of the newsstand system.  Coming from these two, the opinions are a bit more interesting as both were on the top of industry when things shifted over from the newsstand to Direct Market in the early-to-mid-80s.

Sometimes it feels like people forget that different comic shops have different sales patterns, what with all the comments on the various industry websites. Challengers Comics + Conversation, a shop in Chicago with one of the higher profiles in that area, has released the top 200 sellers for 2011 in the both the monthly issues and graphic novel categories.

If you have $679,000.00 sitting around, you can buy Los Angeles's The Golden Apple, one of America's best known and longest running comics specialty stores. It's for sale on eBay right this minute. The sale price includes $300,000 in inventory in comics, games, toys and so on. You can make an offer. Founded back in 1979 by Bill Liebowitz, one of the leading retailers in the rise of the direct market of the '80s, The Golden Apple was a forward-facing store with a wide range of merchandise and a steady stream of events and signings - some of them historic. LA celebrity comics readers were regular customers over the years, and the store was frequently used as a film location when a comics shop was called for.

We've been running several e-tail items here on The Beat over the last few weeks but as the precious hours until Christmas morning tick away, there's no time to trust to the Post Office, so may we suggest a trip down to the local comics shop for some great gifts? Here are some stores with gift suggestions of their own:

How Sony, Ikea and DC Comics approach marketing to women. Hint: only one of these companies actually tried.

Over at TCJ, Patrick Rosenkrantz interviews four of comics finest indie retailers:, Meltdown, Desert Island, Quimby's, and Counter Media. Although Rosenkrantz warns not to take this snapshot as more than that -- he pointedly offers "no pie charts" -- it's stall a valuable look at four stores that are passionate about their business and how they survive.

As the fallout from the Dark Horse digital initiative continues to blow like a glowing cloud over the internet, one other digital initiative has been trashed pretty thoroughly by a bunch of retailers in public and private: comiXology's digital storefronts. The rollout of terms was poorly handled and pissed off a lot of retailers with fears that it was just a front for comiXology to get their customer information. Perhaps in light of this, comiXology has just made a lengthy release about the program's first few months with news that money has been paid out early and at a lower minimum payment. Also a new TOS perhaps more to the liking of retailers will be released, along with other improvements. And the retailers that did use it have called it a big success. 100 stores -- listed below -- are taking part in the program. So -- consider this a new sales pitch: "Take a look at me now."

Responding to last week's Dark Horse vs the retailers controversy over the price of Dark Horse's simultaneous digital release, writer Brian Wood has summed up the very hard rock and very rocky hard place that we all find ourselves in. While acknowledging that no one wants to see their local comics shop go under, he says for creators, it is a rough time with big question marks everywhere:

I don't know about you, but when the holidays come around and the relatives want a cheap-ish gift, I usually send them some links to Marvel Essential volumes on Amazon. They're relatively inexpensive, my relatives don't have to figure out where the comic shop is (in rural areas, this can be an issue) and they like the thickness of the volumes when they wrap them. Imagine my shock Thursday night as I was online and noting the massive amount of Essential volumes that were out of stock. Marvel's inability/unwillingness to keep tpbs in print has been a hot button topic in recent months, but this is a bit beyond anything I would have expected. This doesn't mean Diamond doesn't have some copies in the warehouse for the DM, but my experience with Amazon has been if they think it will take a few weeks to restock, you'll see a 4-6 weeks to ship notation and they'll take your order. Here's a list of major Essential series, how many volumes are out and then the ones where the only purchase option on 12/1 were the "used & new" 3rd party resellers. I'm not listing Dazzler/Ant-Man/Human Torch.