I would like to tell a story, and ask something of Marvel Comics, whose writers and artists are the authors of so many happy memories. Really i’d like to ask this of all comics companies.
I love comic books. I have since I was 11 years old. I’ve collected on and off over the years, falling out of the habit when my preferred shop would close and I couldn’t fit the cost into my life anymore. The last time I regularly bought monthly books was in 2008, and by this point I was getting married with a lot of bills and other demands on my time and money. I’ve kept up with some stories, and I’ve bought trade paperbacks to keep up with really good ones. But really, comics became too expensive to fit into my life, despite my love of the medium. This is still my main concern.
I’ve read a lot of books over the years, but X-Men was my drug of choice. Mom always wanted me to read more. I didn’t read many books as a kid, mostly watching TV and playing Nintendo. She bought me a couple of comic book multipacks that had some 20 books in it. I read everything, but it was the issues of Uncanny X-Men, X-Factor and New Mutants that caught my interest, because these issues were in a crossover called X-Tinction Agenda.

I was able to see a story progressing from one issue to the next. These 20-packs must have been a few months behind, because later when I went to the store and looked at the issues there, that story was over and something else was happening. But damn it was cool. Characters like Wolverine, Cable, Gambit, Storm, they just caught me. People familiar with the time know that this was the end of Chris Claremont’s 17 year run on the series. I’d relyed on issues at the store, but by the time X-Men #1 came out I had found a comic shop. People familiar with the time will also know that this single issue holds the Guiness Worlds Record for most copies sold.

Comic books have NEVER been bigger than that era. It was when Superman died, and comic shops across the nation were holding funerals. But it was X-Men that really set the industry on fire.
And it was so convenient for me to get comics at that time in my life. I did household chores like dusting and vacuuming and mowing the lawn to earn money. The comic shop was next door to the dance class that my sister went to every saturday, so each week my mom felt comfortable leaving my sister at dance class, and me at the comic shop for an hour and going off and doing her own thing. I could spend an hour reading the books I’d just gotten. And it worked out great. The shop owners had two stores. They decided to close the one I went to, but served the entire state via mail order, so my habit continued. That is until they closed the other store too going out of business completely.
By this time my moms original plan to get me to read more had succeeded. Between comics, and a couple of new Star Wars series that were released at the time, my time as a full time novel reader had come. I was getting older and starting high school, making new friends and becoming more social, and comics was something I felt like I didn’t need anymore.
My return occurred when the comics industry had experienced a major crash and comics almost disappeared entirely. Marvel and DC were trying new things to keep existing readers. Going from an era where X-Men #1 sold 2.1 million copies, to an era where the top selling comic in a month only sold 80,000 copies was a terrible shock to the industry.
The 90′s era was defined by being a collectors market. Gimmicks like special covers and huge events eventually caused the bottom dropped out. What was once worth tons of money became almost worthless from a collectors perspective, resulting in that terrible drop in sales. So in the 21st century, comics creators came with a renewed focus on story and character development instead of those gimmicks that turned off so many people.
Just out of high school, I was making my own money and had nothing but time on my hands, and I got pulled back into things in a big way. Those familiar with the time know that this was when Grant Morrison took over X-Men, and the next few years of stories were amazing.

Marvel also began their Ultimate line, a world of books outside the regular continuity of other stories where characters like Spiderman, X-Men and the Avengers were starting fresh. I made a conscious decision at that time NOT to buy the issues for the Ultimate books instead buying the trade paperback collections. This proved to be a good idea, since generally speaking those stories were written for that format, and were often delayed. So when I read them, I read them the way they were intended.
I found another comic shop that really valued it’s customers. They gave good customers a hell of a discount on books, and it was an inviting place to be. I loved supporting a local business where they actually knew my name.
But time is like a river, and history repeats itself. The shop closed. My discounts were gone, and there weren’t any other shops in the area that I actually enjoyed going to so I let it go. The internet has allowed me to keep up with things. I still buy a TPB from time to time. Indeed, these days I’m trying to sell my back issues. I don’t have room for them, and I’d like to replace my favorite stories with trades or maybe buying digitally. When I got my iPhone last year I downloaded the Marvel, DC and Comixology apps and download the free issues that are given away every week. I even downloaded the Scott Pilgrim app and read that series for the first time digitally. But reading on an iPhone isn’t ideal, and even though you can read in a browser on a computer it’s still not great. Now I have an iPad. Reading on that thing is a god damn JOY. Most comics available for purchase are back issues and rarely do newer comics appear. Even rarer is seeing a comic appear online the same day it’s available to buy in a shop. That is starting to change, but there is a problem…
When I started collecting in 1990, comics were an average of a dollar. Price increases would only see a quarter or 50 cents.
When I started collecting again in 2001, the price had increased sometimes to 3 dollars, but with the industry on the verge of death, they brought prices back down to 2 dollars. Great! Today the average price is $3 again, and in many, many cases it’s $4 and $5 dollars! For a book that only has 22 to 42 pages of story. That is too damn expensive. Period. I can buy a song on iTunes for a dollar. I can buy an album for $10 or $12. I can buy apps for $1 to $10 as well. I can buy food at the store for that much. It’s more than a damn gallon of gas!
The average price of a comic book, that takes maybe 10 minutes to read should not be $4 and $5. $3 is pushing it. I bought Garageband for almost the same price that is being charged for X-Men: Schism #1.

In September, DC Comics is completely rebooting their entire line of comic books. Their characters are starting over in contemporary times without sometimes 80 years of history to bog them down. They’re taking new chances with established well known characters, Superman in particular. Going hand in hand with this relaunch is a commitment to release all of their comics online the same day as in stores. This is actually really great, and I’m very intrigued. Based on previews there are definitly a few books I want to give a chance.
Their pricing scheme is going to change as well. In the month they’re released, new issues will be $3. After they have been out a month, they reduce to $2. So if you MUST buy something the day it is released, you pay a dollar more. If you are patient, you save a dollar.
The whole goal in relaunching and pushing digital is to gain new readers. Comics are still losing readers for the same reasons they lost me. They’re providing as many entry points as they can, and trying to make it as easy and economical as possible.
Marvel was the first company to release their own dedicated iPad/iPhone app. They were the online pioneer. Now they are lagging behind. They recently announced that they will slowly start releasing new comics online the same day as in stores, starting in October with the X-Men and Spiderman books.
Great! There is even an X-Men storyline going on right now that they are releasing day and date. This series is going to change the status quo of the X-Men, and lead to new stories starting in October. Awesome!
The issues are $4 and $5.
Fuck no! Not doing it Marvel. I want to buy your product. I do. But I won’t pay more than $3. Not when I can buy a 150 page volume of Scott Pilgrim for $8. Not when I can buy multiple songs and apps for the same amount of money. Not when DC just put a bunch of Superman comics on sale in their app over the weekend and I bought All-Star Superman 1-12 for a buck an issue. An entire series for 12 smackers. I don’t need you to reboot your universe like DC is doing. I just need you to price things right.

I love comic books. I want to read them. Now that I have an iPad, I’m more than happy to have all my purchases be digital. My wife and I are no stranger to the digital revolution. Netflix streaming on the PS3 is bringing us THIS CLOSE to cancelling cable, and we haven’t purchased a DVD or Blu Ray since last Christmas. It’s been a long time since we bought a physical CD. She practically hasn’t picked up a real book since getting her Nook. Our apartment doesn’t have room for more and more books, CD’s and DVD’s. Buying my comics digitally would be awesome. It IS awesome, as reading All-Star Superman is proving.
But you need to copy DC’s pricing scheme, or even beat them. I’d love to read X-Men: Schism, and then get on board full time for Regenesis. I’ll probably be buying Justice League, Batman and Superman from DC at that point. Next year when the Avengers goes day and date I’d love to get into that too. Buying digitally is what I want to do.
You need to make the price right.