Support your local comic shop on FREE COMIC BOOK DAY May 5

THOUGHTS OF A LONG-TERM COMICS FAN ON FCBD

 

Many consumers are under the impression that comic shops are sent books for the annual Free Comic Book Day (FCBD) free of charge, with all costs absorbed by the publishers. That makes sense, but the reality is different.

 

 I bite my tongue when, while attending FCBD events, I hear comments such as “there isn’t enough to choose from” or “why can I only have 2-3 books when they are free — I should be allowed to have a copy of every single one.”

 

With apologies to science-fiction author Robert A. Heinlein - - There Ain’t No Such Thing As Free Comic Book Day!  In the ground-breaking science-fiction novel Stranger In A Strange Land, Heinlein coined the acronym TANSTAAFL - - There Aint No Such Thing As A Free Lunch.

 

There are printing costs involved as well as distribution costs. Printing houses probably don’t have a reason to care about FCBD. They want paid for the printing. Also, you can’t expect Diamond Distribution to receive and process all the individual Free Comic Book Day titles without some compensation. The workers need to be paid. 

 

     When Free Comic Book Day was initialed in 2002, the Wikipedia website explains it was established as “an annual promotional effort by the North American comic book industry to help bring new readers into independent comic book stores.” 

 

      I remember that first year, and in my opinion FCBD has done what it set out to do. There are more people (a.k.a. potential customers) attending FCBD events 16 years later than when this all began.  I have to think that comic shops have gained some new customers as a result, and hopefully they remain as regulars. 

 

     Each year, FCBD seems to be a bigger event.  The cost to a local comic shop to participate keeps increasing. If you look at the efforts expended by local comic shops like Captain Blue Hen in Newark and The Comic Book Shop in Wilmington - -  I just can’t imagine what it costs to pull it off. Add The Maroon Hornet in Oxford to that list. They have stepped it up quite a bit in just their second year of FCBD participation. While I haven’t heard any of the staff of the local comic shops that I patronize complaining about the costs of FCBD, I wonder if it’s becoming a burden and a drain on profits. 

 

      It’s estimated that the cost of FCBD titles runs anywhere from 12 cents to 50 cents per copy.  Every year seems to bring more publishers to participate, and more and more FCBD titles.  Many publishers, not just the Big Two (Marvel and DC), put out multiple FCBD offerings. That’s a lot of choices to offer the visiting customer, but it’s also a lot of purchasing decisions the local comic store has to make. 

 

     North American comic book publishers seem to be doing well. In spite of a crowded field and a wide variety of titles, there are many publishers beyond the Big Two who are profitable and enjoying increased sales. But how about the independent comic book store?

For as many successful stores out there, there’s a significant number of shops that are struggling. Of course, they could always opt out of participating in FCBD, citing the high costs, but just imagine the backlash that would follow. 

 

     I wonder if the FCBD event doesn’t need a re-boot, maybe a renewed focus on the latter part of that Wikipedia explanation: “ . . . to bring new readers into independent comic stores.”  Is promoting the event and then making more copies of FCBD titles for shops to spend their money on what it takes?  What more could be done?

 

     I know there is a FCBD Advisory Board that helps make decisions, including which books to be offered every year. I’d like to offer some suggestions for their consideration.

 

1. LIMIT THE FCBD TITLES FURTHER. Some years back, as the amount of FCBD titles continued to grow, the Advisory Board decided to limit the selection to just 50 books.  And, believe it or not, some larger comic shops make the investment and order copies of every single one - - probably because their customers expect it. However, that’s a lot of books to ask comic shops to cough up the cash for.  Why not reduce it to half that amount, just 25 books? Then more shops could afford to have some of each and not disappoint their public. 

 

2. ONLY ONE TITLE PER PUBLISHER. With this rule, the FCBD Advisory Board can then focus on the 25 best submittals that represent the comics industry of today, hopefully selecting a diversity of genres and not just the eternally popular superhero fare. Publishers wanting to use FCBD to draw attention to certain titles should consolidate them into a extra-sized book, or smaller flip-book. This is already being done to a certain extent, but could be explored further.

 

3. ENCOURAGE THE BIGGER PUBLISHERS TO REDUCE COSTS FURTHER OR EVEN COVER THE EXPENSES AT 100%. Hey, why not?. Marvel and DC have benefited greatly from the support they receive from brick-and-mortar comic shops. Can you imagine any news stands, book stores, or places where we used to buy comics and magazines (including drugstores, variety stores, and bargain department stores) willing to make shelf space available for 70+ titles per month from each of The Big Two?  It would never happen.  Those huge sales numbers that Marvel and DC enjoy are the direct result of comic shops willing to display their glut of books every week.  There are also second-tier publishers who owe a debt of gratitude to comic shops. I’m thinking of Image, IDW, Boom, Dynamite, Valiant, Archie and others. 

 

4. SUPPORT OTHER OPTIONS FOR SMALLER PUBLISHERS TO GAIN ATTENTION.  Each year, many smaller publishers are disappointed when their FCBD titles are rejected for inclusion by the Advisory Board.  This year one publisher decided not to give up and found another way to draw attention to themselves through free comics. After Amazing Age #0 was rejected as a FCBD title, publisher Peter Simeti of Alterna Comics used crowdfunding to cover printing and distribution costs. By offering extra incentives for supporters the Kickstarter campaign was successful and Amazing Age #0 was printed and shipped to backers, and will soon be available to more readers.  Perhaps the FCBD organization can work with smaller publishers to help bring their product to a larger audience by assisting them with crowdfunding or any other resources available to them. 

 

  But what about the smaller, perhaps struggling, comic shops? Since I’ve taken it upon myself to seek solutions, do I have any suggestions for them?  Glad you asked:

 

1. AIM FOR THE UNDERDOGS:  There’s no rule I’m aware of that says comic shops have to buy the Marvel and DC FCBD titles.  The Big Two’s monthly books are going to be purchased regardless of what series they are promoting on FCBD.  So, save the money you were going to spend on their FCBD books and add some titles or publishers that you feel aren’t getting enough attention.  Hey, if the idea of FCBD is to get new customers into shops, why can’t that work for your favorite publishers? Giving away FCBD titles that your staff is enthusiastic about might help sell more of them and create new customers for those books.

 

2. WHY DO YOU HAVE TO BUY MORE BOOKS?  Here’s an even more extreme solution, but since we’re brainstorming together let’s put it on the table.  Just don’t buy any FCBD titles, or really limit yourself to the bare minimum.  Instead, dig all those dust-collecting back issues from your storeroom that you may eventually mark down to $1, 50 cents, or 25 cents in order to sell them - - and just give them away on Free Comic Book Day. Like a stock that dropped in value, that you had to sell for less than you paid for it. I’m no tax accountant, but would that be considered a loss you could put on the books?

 

Finally, I have some FCBD suggestions for those of us who patronize local comic shops on a regular basis.  You can help realize the 2002 ambitions of Free Comic Book Day by . . . . .

 

1. SUPPORT YOUR LOCAL COMIC SHOP. Don’t forget to visit on FCBD. After all, you’re a regular customer and you’re entitled to some free comics.  Your local comic shop appreciates you. Let them know you appreciate them by attending and making a purchase that day. Perhaps that trade paperback or hardcover you’ve been considering.

 

2. PAY IT BACK.  Do what you can to lend your support to your local comic shop on FCBD.  Some have big plans and require more manpower than usual.  I’ve volunteered to help Captain Blue Hen in the past, as they have a huge event and need assistance with parking, traffic, crowd control, door person, go-fer, etc. It’s been  rewarding just having a chance to experience things from the other side, as well as see the excitement and joy through the eyes of others. You  might be able to help distribute flyers through town, help with FCBD distribution, keep the guests supplied with water, etc.  New customers appreciate having an experienced reader nearby to answer their questions and recommend books. Some places have a regular army of volunteers to assist; others need some extra support.  Ask to be sure. Last year, I helped Maroon Hornet on FCBD because it was their very first time to participate.  This year, they have added events on both Friday (First Friday in Oxford is a Heroes celebration) and Saturday with comics-themed cars, costumed guests and a celebrity artist. I’ll be helping again as they anticipate a larger crowd than 2017. 

 

3. KEEP THE 2002 OBJECTIVE ALIVE - -  “. . . help bring new readers into independent comic book stores.”   We already know you support comic shops.  What about your friends and relatives, especially young ones?  It’s the best day to invite them to accompany you to a local comic shop and introduce them to the wonders of this remarkable mode of storytelling. Tell as many people as you can. Don’t be shy about sharing your favorites with friends. Enthusiasm is contagious. 

 

See you on Saturday!

 

EDITOR’S NOTE:  This article represents my opinion, and no others - - - although many readers may agree.  I’m very open to presenting opposing opinions or commentary here.  I’m wondering if some comic shop will reply to tell me this is just a non-issue.  If so, I’d welcome that opinion. Just send me a message in the comments section, and I will get back to you.  

 

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