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I had two blogs ready to go once I was done with CCI about how we could stop the impending comic book crash\u2026I think it may already be too late, but I\u2019m going to post them anyway.<\/p>\n
I explained why the crash is coming HERE<\/a>, and you should at least skim through it. It\u2019s really as simple as this, if you have not seen growth during a period when comic books have been the unquestioned king of popculture\u2026when the hell will you? And if\u00a0 X amount people are paying attention to comic books during that time, you can expect that number to drop dramatically when it stops.<\/p>\n Thriving or even surviving in any industry usually requires the ability to adapt\u2026and in order to adapt you have to pay attention to what is going on around you\u2026<\/p>\n I said I already did a blog listing why I think the cash is coming, just a month ago. I could do a whole blog now on why it\u2019s right on our doorstep.<\/p>\n -A whole blog on no one giving a damn about Jessica Jones season2 and Luke Cage season 2.\u00a0 These were two shows that were all the rage in their first seasons. Luke Cage season 1 actually crashed Netflix.<\/p>\n -A whole blog on the continued absurd lack of competition\/quality\/success from the DC movies, and the big fat yawn that DC\u2019s sneak previews got at Comic-Con International.<\/p>\n -A whole blog on the dropping interest in The Walking Dead t.v. show, and it losing several stars.<\/p>\n -A whole blog on Disney owning DC and Marvel\u2026and how the entire genre going forward or stopping is now in the hands of one decision by one company.<\/p>\n -A whole blog on Han Solo\u2019s solo movie bombing leading to Disney halting\/reassessing future Star Wars movies.<\/p>\n -A whole blog on Disney taking all of it\u2019s properties off of other streaming services and making their own, and the likely practical reaction by fans and the competing streaming services (who\u2019s best chance at competing will be to erode the popularity of super heroes, by any means necessary).<\/p>\n -A whole blog on the extraordinarily bad idea of having two top guys at DC comics come out recently and talk about the shrinking comic book sales.<\/p>\n As soon as these shows and movies start making less money, Hollywood (Disney) will fold them up and move onto other concepts besides comic book properties.\u00a0 and when that happens, you can kiss hundreds of thousands of casual readers and buyers ( that have been filling the void left by the law of diminishing returns) and billions of dollars of free advertising goodby.\u00a0 And Hollywood WILL move on.<\/p>\n It\u2019s possible I\u2019m wrong. It\u2019s possible everything keeps chugging ahead with one movie after the next breaking records and with the general public not losing any enthusiasm or getting worn out for another ten years.\u00a0 Yep\u2026entirely possible that in 2028 everybody will still be on board the super hero train.\u00a0 It\u2019s possible\u2026but I think we have less than two years.\u00a0 Either way it\u2019s time for the comic book industry to start attacking and learning how to grow like\u00a0 there is no tomorrow.<\/p>\n It needs to understand what comics have in the tool box to get new readers and keep old ones.\u00a0 There are two main things.\u00a0 I\u2019ll explain the first one today, and that is focusing on WHO is making the comics\u2026.<\/p>\n \u201ccult favorite\u201d and \u201cinternet famous\u201d are valuable currencies<\/strong><\/p>\n Or\u00a0<\/strong><\/p>\n The Paradigm shift. paradigm shift \u2013 a fundamental change in the basic concepts and practices of a discipline.<\/em><\/p>\n Look ahead at what the landscape will be in the next 5 years. Baby boomers will be dying and entering old age homes. Gen X will have had an assfull of 90s nostalgia and will have read tens of thousands of pages of super hero comics\u2026your ability to get new people interested in comics from either of those generations will be laughable. And keeping the ones around who already were will be difficult.\u00a0\u00a0 You will have Gen Z and the millennial\u2019s left with which to survive on.\u00a0 What they want, how they hear about, how they buy it, why they buy it will become the norm, and be taken on by the other generations.\u00a0 So far the comic book industry has fallen flat in trying to keep up with this paradigm shift.<\/p>\n For the comic book industry it boils down to this, which it NEEDS TO UNDERSTAND- The creative team on a project, how word is spread about the project, and what the project is are now ALL THE SAME THING.\u00a0 They are not separable. They are one.<\/p>\n Are you a comic books store?\u00a0 Go look at your shelf and find a comic that is wildly under performing in sales, open it up, look at the names of the creative team\u2026find them on social media ( if you can) and I\u2019ll bet you they didn\u2019t do jack squat to promote it.\u00a0 Do the same thing you publishers with a title that is bombing.<\/p>\n When you are hiring a creative team, or ordering a comic for your store, if you don\u2019t first look at the reach those people have on social media and how adept they are at getting the word out, then you are pissing in the wind.<\/p>\n You pros out there\u2026guess what? This is part of your job now. Don\u2019t want to make the time\/effort? Then get the f*ck out of here.\u00a0 The rest of us are tying to build something.\u00a0 Facebook, Instagram, twitter, reddit, youtube, bitchute, gab, discord, steemit, minds\u2026this is where people are finding things to spend money on.\u00a0 If any of those sound unfamiliar to you, if you are not using several of them \u2026you are in the rear view mirror of the culture, and it is going 60 mph away from you.<\/p>\n and I\u2019ll tell you this, If I was a store and I was looking through previews at a comic and that comic books creative team wasn\u2019t pushing it online\u2026I\u2019d give it the finger.\u00a0 If I was a publisher and the creative team wasn\u2019t pushing it, I\u2019d get a new creative team.\u00a0 Why order a book or hire a team with no internet presence, when you can get one that can do the same job, or close to it, that can reach 20,000 people on the projects behalf?!?!\u00a0 Not only are pros who don\u2019t mention a project not pragmatic, but in the language\/culture defined by this paradigm shift, not mentioning a project amounts to saying you have no confidence in it\/aren\u2019t proud of it.\u00a0 That is the message whether they or you\u00a0 realize it or not.<\/p>\n Other entertainment industries have already figured this out. You may have heard that Jay Z turned out to have several million less followers than he claimed.\u00a0 You know why that is? Because he paid a service to boost his numbers. You know what that is? Not to boost his ego, or that he gives a f*ck if he has 15 million followers or 10 million.\u00a0 it was to boost the priority his tweets get on Twitters algorithm.\u00a0\u00a0 Sony and Disney ( multi billion dollar companies) sends swag and movie premier tickets to youtubers and podcasters (people who yak into usb microphones in their basement).\u00a0 Why?\u00a0 Because it realizes that in 2018 they have tremendous value.\u00a0 Their internet presence\u00a0 can make or break a movie.\u00a0 There\u2019s all sorts of tactics being used all over the place and the bulk of the comic book industry isn\u2019t even bothering to make sure it\u2019s talent makes regular posts.\u00a0 It is living in 2005.<\/p>\n It\u2019s best if I give you examples of the right and wrong way of trying to grow going forward.<\/p>\n Dinesh Shamdasani brought Valiant comics and it\u2019s long forgotten stable of characters from the dustheap of the 90\u2019s boom back to life, more relevant than they ever were.\u00a0 He raised their popularity to the point that the whole shooting match got bought by a movie studio.\u00a0 Did this happen because Gen Z heard tales of the great X-O manowar stories from the 90\u2019s? No. I happened because Dinesh hired top notch talent, many of whole had large internet presences. and HE himself had a large internet presence.\u00a0 He was all over the internet interacting with fans, posting pics, giving people the inside scoop and the trials and tribulations of what he was trying to accomplish. F*ck, I think I even saw a funko pop figure of HIM.\u00a0 It could have been a fan photo-shopped thing\u2026but even if that\u2019s the case\u2026.you get the idea.\u00a0 Keep his example in mind later on in this blog, because it was not JUST that he was active on the internet, but HOW he was active on the internet.<\/p>\n Ethan Van Shiver is a top notch illustrator who\u2019s done work on major titles.\u00a0 He has also been all over the internet for 10 years shooting his mouth off.\u00a0 I\u2019ve seen him raise hell, get backlash, I\u2019ve seen comic books readers spew bile at him\u2026but you know what? for all the times they disagree with the guy, they feel like they know him. They know he works hard, they know he tries hard, they know if he puts his name on something it\u2019s going to get his best effort, they know he means what he says.\u00a0 THIS, not just his work on major books, not just his considerable skill,\u00a0 is why when he recently started a self funded comic, Cyberfrog<\/a>, he raised nearly TWO HUNDRED THOUSAND DOLLARS in like a week .\u00a0\u00a0 He\u2019s going to clear more profit than most of the books done by the big two. It\u2019s the paradigm shift, stupid..and he knows how to function in it. You think any other illustrator for DC and Marvel could pull this off?\u2026no\u2026if they all had his presence this industry would be making money hand over fist.<\/p>\n But it\u2019s not\u2026because there are too many examples out there of people who don\u2019t yet get it.<\/p>\n I\u2019m going to point out the sales figures of a recent attempt at relaunching a comic book that had a beloved, household, name character.\u00a0 A character that has had three different t.v. shows and a successful cartoon series. That is as good a head start as you could ask for.\u00a0 BUT\u2026Here\u2019s how the paradigm shift affected sales because it was not taken into account.<\/p>\n The publisher put zero effort into promoting it on it\u2019s website, put next to no effort into promoting it online on any social media platforms.\u00a0 It put out one tweet, didn\u2019t change it\u2019s banner or profile pic on FB, didn\u2019t modify it\u2019s webpage to showcase it, didn\u2019t post on Instagram, and had no footprint on any other social media.\u00a0 It failed to even mention it in their mass email.\u00a0 It released no sneak previews, it didn\u2019t post anything about the process behind putting it all together. Members of the \u201ccreative team\u201d also put no effort into promoting it through these avenues or methods. All this seems inexplicable to people living in 2018.\u00a0 The explanation is as simple as they thought the book being a \u201cbrand name\u201d would carry the day\u2026because that\u2019s how things used to work.\u00a0 The illustrator, not being a Luddite did not have the same assumption and\u00a0 plugged it non stop for a month on social media, on his website, in interviews on comic book websites and podcasts, mass emails, ect.\u00a0 The illustrator has a respectable internet presence, built up over many years in which he posts often and interacts with readers on several different social media platforms regularly<\/p>\n The first issue sold just under 10,000 copies.\u00a0 After the illustrator left the next issue sold 5100, the third sold 4500, the fourth (and I\u2019ll assume the final issue) sold 3700.<\/p>\n There are reasons, beyond skill of illustration alone, that factored in between going from selling 10,000 to only 3700 and are why the illustrator leaving mattered so much.\u00a0 1-the online reach (how many people the person is followed by online) and 2-the quality of that online reach (how compelling the person is to the people following)<\/p>\n Let\u2019s start with no.1.\u00a0 Did the majority of those 10,000 readers buy the comic because the illustrator was going to be working on it?\u00a0 Of course not, it was a beloved character with decades of name recognition. BUT did the majority of those 10,000 readers find out about it because of the illustrator? Oh yeah. No one else but the illustrator has the internet infrastructure and presence to give such effort relevant reach.\u00a0 You could be publishing winning lottery numbers for next week, but if no one knows you are publishing them, no one is going to buy them.\u00a0 and \u201cpresence\u201d means something more now\u00a0 than just being there, it is HOW you are there (remember Dinesh?)\u2026that brings us to\u2026<\/p>\n Reason no.2 .\u00a0 This illustrator has a track record of ten years of shooting off his mouth on the internet, and entertaining people with that big mouth and that has considerable value.\u00a0 Routine sneak previews, blogs,explaining why and how he does things,\u00a0 and general clowning around with fans on multiple platforms for a decade has become valuable equity in 2018. Not every comic book pro has figured that out, and not every comic book pro has a personality and presence to keep people paying attention.\u00a0 The ones that DO, those are the one\u2019s that can give the industry a level of growth that it hasn\u2019t seen in decades.\u00a0 Because the ones that do have been building a crowd from ALL WALKS OF LIFE (not just comic book readers) for YEARS.<\/p>\n Even IF the publisher had started plugging the book online, it might not have amounted to much, because the publisher has no real previous online \u201cpresence\u201d (that is in quotations so you remember that in this brave new world it has a different meaning than it used to). The cool thing about the internet and social media USED to be that you could interact with, keep tabs on creators and pros.\u00a0 That USED to be cool the cool thing about it. NOW IT IS REQUIRED.\u00a0 To put out a book, not having brought people along for the ride with making it, struggling with this or that, and even being able to be followed when no project is going on is like trying to sell a DVD with no bonus features, directors commentary, or interviews. IT DOES NOT WORK.\u00a0 THE PEOPLE MAKING THE PRODUCT ARE THE PRODUCT, AND BY BEING THE PRODUCT ARE A CONSTANT ADVERTISEMENT FOR THE PRODUCT\u2026AND CONSTANTLY ACCRUING ADVERTISING VALUE TO FUTURE PRODUCTS.<\/p>\n Here\u2019s another aspect of the paradigm shift and the pro and the work being essentially the same thing.\u00a0 The writer is best known for some name brand characters for larger companies, the illustrator is best know for his own cult favorite type books.\u00a0\u00a0 Let\u2019s say both of these people are on brandX social media site and they both have 10,000 followers.\u00a0 The illustrator\u2019s 10,000 followers are all specifically there for him and his book.\u00a0 The writer\u2019s 10,000 followers\u2026some are there for him while others are there because they are fans of the brand name books he worked on. Let\u2019s say one of them is \u201cCape-man\u201d\u2026if they are following him because they are fans of Cape-man there is not much reason to believe they will pick up a book about some other character just because the writer is on the project. While fans of the illustrator will be very inclined to follow his work on other projects because they are there as fans of his work, not a character owned by someone else.<\/p>\n The point here being that \u201cCULT FAVORITE\u201d HAS FAR MORE WEIGHT TO IT NOW THAN IT DID TEN YEARS AGO.\u00a0\u00a0 \u201cCult favorite\u201d\u2026that means a small percentage of people interested in the medium know about it\/him\/her but they are all hard core fans.\u00a0 A small percentage made up of hard core fans couldn\u2019t spread the word much years ago, but in 2018 they can inform the entire rest of the earth if they are so inclined.<\/p>\n We are talking about growth vs the law of diminishing returns.\u00a0 Everyone who could be interested in Thor, knows who Thor is\u2026and the law of diminishing returns will chip away at that and very very few fans of Thor feel obligated or empowered to tell anyone else about him.\u00a0 This makes it somewhat difficult for a well known brand to generate momentum that will result in growth.\u00a0\u00a0 A cult favorite book or pro on the other hand\u2026has a fan base that has purpose and is actively seeking to spread the word to others.<\/p>\n Momentum is valuable currency.\u00a0 and\u00a0 fans of \u201ccult favorite\u201d material can generate momentum at will<\/p>\n I\u2019ll say it again, the creative team IS the product.\u00a0\u00a0 Along with the quality of the finished work,\u00a0 generations in this era appreciate and want to see the blood sweat and tears that go into something. The trials and tribulations. And they want to know about it.\u00a0 If someone isn\u2019t willing to put that out there, it is in a sense a snub an insult.\u00a0 You are perceived as just wanting to open the door, take their money, and close the door again.<\/p>\n \u201cPresence\u201d refers not to you simply being online but in what way you are entertaining or interesting on top of just the work you are plugging. If this is understood, you\u2019ll be effective and if not understood anything you do will amount to you shouting into an empty room. Things that used to work, things that were good enough, things that peaked interest, are all but worthless now as far as raising hell among a fan base.\u00a0 If you want growth you have to fight for it, and you\u2019d better know how, or have people who do.<\/p>\n Pay attention now because this is not an internet presence in 2018 (name and pics blurred because beating up on someone is not the point here)<\/p>\n That is someone who likely paid some service to raise his follower count to 20,000, or perhaps acquired 20,000 by getting in the door first\u2026but had no idea how to keep them coming back.\u00a0 He doesn\u2019t have 20,00o actually following him.\u00a0 You should be getting 5-10% interaction on an Instagram page if your followers are real.\u00a0\u00a0 This guy\u2019s averaging 20 likes per post from his \u201c20,000\u201d followers.\u00a0 This is a fraud.\u00a0 5-10% interaction can actually equal a hell of a lot of views as only a small percentage of people interact.\u00a0 I\u2019d go into all the equations but that\u2019s off the point.\u00a0 This guy only has about 200 people who actually see any of his posts.\u00a0 Each social media platform has different algorithms and different ratios of interaction and views per interaction.\u00a0 Why do I know this? BECAUSE IT’S 2018 AND IT IS PART OF THE JOB.<\/p>\n I can hear in my head, stores and publishers saying \u201d So you expect me to pay attention to all this crap?\u201d<\/em><\/p>\n I don\u2019t know, do you want to sell comic books?<\/p>\n People have to know you are selling them in order to buy them from you. So you can either give a portion of your attention to the online reach a pro has\u2026or just hope for the best.\u00a0 Aside from LEGENDARY names like Frank Miller where word of mouth will spread on it\u2019s own, hoping for the best is what you are doing if you don\u2019t place considerable weight on someone\u2019s online presence.\u00a0 Paying attention to this can pay off big time.\u00a0 Some pro\u2019s know how to raise hell on FB, some one Instargam or twitter, some on sites you\u2019ve never heard of. And some don\u2019t know how to raise a stir anywhere because they simply aren\u2019t that interesting or don\u2019t know how.\u00a0 That\u2019s no sin, but it doesn\u2019t sell a lot of books.<\/p>\n I blurred out this guys pictures, but trust me\u2026he\u2019s really good. But no one gives a F*ck.\u00a0 He reached MAYBE 200 people\u2026is that the kind of reach that is going to sell some books for you? no\u2026it is not.\u00a0 He is not going to sell any books for you despite doing beautiful work. Go look at the .50 bin at any store.\u00a0 It will be filled with beautiful books that no one gave a f8ck about.\u00a0 Let\u2019s say there are two illustrators, semi equal in talent.\u00a0 One has not much of an online presence and one has a large online presence.\u00a0 If you don\u2019t know which is which you have a 50% chance of losing your ass and a 50% chance of moving a ton of comics out the door.\u00a0 There is no two ways around this in 2018.\u00a0 No one giving a f*ck online, means no one giving a f*ck PERIOD.<\/p>\n People who know how to, or have learned how to, or just organically by instinct or luck, get people to pay attention, who are worth paying attention to, have great big personalities, who are having fun and bringing people along for the ride as they practice thier craft\u2026that is what will grow the general public\u2019s interest in comic books.<\/p>\n Exiting the use of vague pronouns for a moment\u2026I, in particular, am well suited to for the shift going on because of my acerbic personality, open book of a clusterf*ck life, ability to write and draw, and just in general be an entertaining trainwreck.\u00a0 In short, I am entertaining and so am worth keeping track of online.\u00a0 I have been for some time now, the paradigm shifted into my lane, not the other way around.\u00a0 BUT for 97% of the projects out there, I\u2019m NOT the guy you want.\u00a0 Let\u2019s be honest, no one (myself included) wants to see me write or draw Wonder Woman. But I\u2019m also not the only one who is worth following online, and I am not the only one who has figured out that the final product that you are making isn\u2019t the whole product anymore.\u00a0 That there has to be more to it. that you have to give more than that.\u00a0 You have to find people who understand this and understand how to thrive under those expectations.<\/p>\n Ten, twenty years ago someone working on your book who was really good and brand name was enough. But it\u2019s f8cking 2018 and every single person who is really good is on the SAME LEVEL PLAYING FIELD and some of us are fighting it out with axes and chainsaws\u2026and guys like the fella up there are holding fencing swords, taking methodical lunges with their left hand gracefully poised behind their back.\u00a0 You are fighting for survival, or soon will be.<\/p>\n You need your back up to be this-<\/p>\n not this-<\/p>\n Publishers and stores that start understanding this can get some massive growth.\u00a0 You can have a book that is backed by advertising while it is in previews, or one that is backed by non stop online antics across several social media platforms.<\/p>\n This shift has given some of us a huge advantage\u2026which gives the comic book industry a huge advantage.\u00a0 being a comic book pro, inherently, gives you considerable reach online\u2026and yet not so much reach that fans feel disconnected\u2026like if say you were a movie star.\u00a0 A movie star, can get a big genuine following, but simply cannot interact with a worthwhile percentage of his\/her followers nor be very relatable, nor be able to show much of the project.\u00a0 A comic book pro can\u2026he\/she can post a single panel, show a few lines of dialogue, complain about their back aching, or just interact about whatever while taking a break. What they do is far easier for people to relate to, be educated on, get their heads around. The comic book industry has HUGE ADVANTAGE online it just needs to start using it.\u00a0 many publishers bristle at the idea of allowing pros to reveal anything.\u00a0 That attitude flies in the face of what people in 2018 want and what gets people interested in 2018.\u00a0 Half of the fun for many people is trying to figure out the end of the story and then seeing if they were correct. The more you reveal the more they think about it and concoct theories and become invested in seeing the final project.<\/p>\n The amount of grass roots support a comic book pro can stir up is considerable and valuable.\u00a0 Imagine now, there is a book in which the writer, illustrator, colorist, ALL have a big online presence, know how to be entertaining, have people who genuinely find them compelling\u2026and they ALL raise hell about the book at once.\u00a0 Now imagine many books like that.<\/p>\n The whole industry would have much rosier prospects if it put it\u2019s focus on creative teams who were as much a spectacle and form of entertainment as the books the were making.\u00a0 Because every day something would be going on comic book related that was worth paying attention to\u2026even without the billions being spent by movie studios.\u00a0 You would be getting people interested who previously didn\u2019t give a damn about comic books\u2026they\u2019d see all the hub bub online come along for the ride, and then pick up the comics\u2026because how could you resist seeing how it finally turned out?\u00a0 It would be like skipping the end of a movie.\u00a0 and no one\u2019s doing that.<\/p>\n Next time-The medium can save you…it’s a medium not a genre<\/strong><\/p>\n <\/p>\n Come see us next month at Cincinnati Comic Expo!<\/strong><\/em><\/p>\n ____________________________________________________________<\/p>\n When Douglas is not complaining, he and his work can be found here<\/em><\/p>\n www.arseniclullabies.com<\/span><\/em><\/strong><\/a><\/p>\n Have friends who might like Arsenic Lullaby?\u2026tell them to sign up for the Arsenic Lullaby Email <\/span> HERE<\/span><\/a>.\u00a0 Thanks in advance.<\/span><\/span><\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Stopping the great comic book crash of 2020 I had two blogs ready to go once I was done with CCI about how we could stop the impending comic book crash\u2026I think it may already be too late, but I\u2019m going to post them anyway. I explained why the crash\u2026 Continue reading<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false},"categories":[7],"tags":[],"post_mailing_queue_ids":[],"_links":{"self":[{"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=\/wp\/v2\/posts\/16560"}],"collection":[{"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=16560"}],"version-history":[{"count":0,"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=\/wp\/v2\/posts\/16560\/revisions"}],"wp:attachment":[{"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=16560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=16560"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/arseniclullabies.com\/wordpress\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=16560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![](\"https:\/\/i0.wp.com\/arseniclullabies.com\/wordpress\/wp-content\/uploads\/2018\/08\/thunder2.jpg?resize=652%2C427\")
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