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This is the time of year, when our President tells the American people to keep shopping in order to help boost our economy. Yep, going to the mall is patriotic. All the while, every year, people sink deeper and deeper into debt, because they spend beyond their means.

Even if I only spent $10 a week at the comic book shop, that means I spend $520 every year on comics. And what can you get for $10? Three titles or half a trade paperback. My loyalty and presence as a single consumer could mean thousands of dollars for a single store. And here they are, twisting my arm to buy a copy of Zoom Suit that I don’t want? (Sorry Zoom Suit.)

Among avid Marvel and DC fans, who I guarantee spend more than $10 a week, the rising cover prices are causing much debate. With ads every other page turn, the looming threat of product placement, fewer panels per page, and decompressed plot structure, you are getting less “story” for your dollar. The cover price debate deals with a sacred cow among fans: The historical legacy of popular comics. This medium flourished during the Depression era at only 10 cents for 64 pages, and frequently passed between friends. It was the first purchase a child made for himself, beyond penny candy or a piece of gum. Although, some would point out today’s comic book reader is no longer a Depression-era 10 year old. The prices reflect the realities of a direct market consumer.

I was particularly interested in these two articles. One published in The Beat about the new trend towards expensive high-end volumes (read here) and this Cheaper Comics Manifesto published by Newsarama.

However, my column is not about the mainstream, Marvel, DC, or dilemma of Wolverine driving a Toyota Acura, “Wow. This car handles like a dream, bub.” I write about the independent, small press, and alternative comics. So what about the economics of non-corporate comics?

Admittedly, I do not know all the factors that weigh into the comic book industry. I’m not going to give my magic solution to fixing comics. But for this week and the next, I want to share some “conversation-starters” on the matter of money and comics. Feel free to debate, disagree, or questions my own perspective.

1. You can’t give them away for free. Yes, Free Comic Book Day is a great event with the intended purpose of getting new readers hooked on comics. Is the event reaching new people or the same fans who normally frequent that particular shop? That’s a debate for another time. However, as a guiding philosophy, it’s generally not a good idea to give stuff away. Why? Because you reduce the perceived value of the product. When you give a comic to a complete stranger, it’s a glorified flier. It’s junk mail. Spam. Yes, some will read them, but many more will throw them away. If I spend money on a comic, I’m more likely to read that comic. There’s a value on it. If you feel compelled to give it away, at least do something to communicate it’s given as a gift – not as a “promotional item”. Even if it means putting a cover price of $1, when you intend to simply hand it out.

2. Don’t overprice the mini-comics. A black and white mini-comic that’s less than 12 pages shouldn’t be sold for more than $1. If it’s more than 12 pages, don’t charge more than $2. If it’s full color, no more than $3. Mini-comics should be cheap, especially since I know some of you are rather creative in your ways to get free photocopying. (Your friends at Kinko’s have served you well.) Unless we’re talking some classy art book professional screen printed mini, they should be the proverbial garage band demo tape, cheap and personal.

3. Concerning comps. Friends should get comps. But if they offer to pay, let them. Other comic book creators should get comps. Only if they offer you their comic book in return. Barter system. Publishers always get comps. In fact, mail them your comic books. Reviewers sometimes get comps. If they have a mean streak, let them buy their own damn comic. At conventions, DO NOT GIVE COMICS TO THE BOOTH BABES! You might as well throw your comic in the trashcan and hope someone digs it out. Give comps to young kids who were dragged to the convention by their parents. Those bastard parents spend hundreds of dollars on themselves, and start being frugal the moment their kid asks for $2 to buy your comic. It’s pathetic. You be the hero, and let those parents worry about finding Amazing Spider-Man 121 in near mint condition.

4. Have something free at your booth. A flier. A postcard. A business card. Buttons. Stickers. Anything. Just make sure you put a value on the comic book itself.

5. Concerning file sharing. The new economy hasn’t caught up with the small press industry. Be patient. Here’s a good article on the subject of downloading comics. While Bitpass is a good concept, it’s a hard sale, since people prefer a pay-as-you-go-approach. Subscription services are okay, but you have to be willing to price it low and offer a ton of daily content in exchange. Paypal is convenient, except for the insanely high fees. I get all my favorite mini-comics by using Paypal.

More next week…

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