June 2009 Archives

Sandy-haired and bright-eyed, 12-year-old Kardal Hart walked into locally owned Kwality Comics. He shifted his red backpack and brushed his hair out of his face as he navigated his way through the rows of comic books held in dusty cardboard boxes.  At the front of the store, Hart gave the owner a friendly wave, and continued on his search. He had no trouble walking up and down the two narrow aisles. He was the only customer. But it was Wednesday - the day new comic books are released.

When Hart walked into the comic book store, he had no clue of the economy's influence over his favorite afternoon past time.

"I come in about once day." Hart said when asked about how often he pops into the locally owned Lawrence shop. "But I buy about three times a week."

 
As consumers spend less on print media, and newspapers cross over into the digital domain, comic book sales defy national trends on a local level. Furthermore, comic books are keeping up with online media via motion comics and movie enterprises.  DC Comics, however, has a different plan. Instead of accepting the digital move, the company has decided to return to newsprint.

JUSTICE LEAGUE V. AMERICA'S ECONOMY

"Sales have gone down," reported Craig Dye, owner of Kwality Comics, "but it's pretty good here."

In June, ICv2, an independent news source on the comic universe, posted the following national sales trends.

Comic sales dropped a staggering 19% in May versus May 2008...The paucity of big event titles and strong #1s, the continuing deep recession, and the financial drag of higher cover prices, all worked together to help produce a steep decline..."

Dye admits that the current economy is a factor in his overall sales, but he also takes into account the loss of university students over the summer months.

Dye noticed the increase of cover prices that Marvel and DC Comics have put on their books. "It's outrageous," he said in regard to the two companies raising the price on books by a full dollar amount. "If quality follows the price increase, then there is no issue, but that's not the case here."

The same story could apply just a few blocks down at Astrokitty Comics, another locally owned comic book shop.

"With summer break and a lot of students leaving, it's hard to look at sales when it compares to the current economy." said Joe Noh, Astrokitty employee. "Compared to last year, we're pretty much doing the same. No change."

Nationally, there is a different story. From April 2009 to May 2009, the top selling comic went from selling 104,107 copies to 94, 367. In May 2006, the top comic sold 260,000 copies at $3.99 each. May 2007's top comic sold 170,027, and May 2008's top comic sold 182,443 copies.
Jeff Litterio, director of sales at DC Comics, failed to give information regarding their national sales trends from 2006 to May of 2009. "Our numbers are our own." he said.

Milton Griepp, publisher at ICv2, said that comic book sales (including graphic novels and toys) went down 3% from 2007 to 2008. "The interesting thing is that sales were up 4% in the fourth quarter in 2008."

Noh said that in some ways the comic book market is a niche market. Those who read this medium are usually dedicated. He knows a few customers who have lost jobs. Some have continued to shop at Astrokitty while some have stopped all together.

"For the most part," Noh admits, "it seems we're unaffected. What probably is happening is that we'll stay at the level that we are at. We won't lose business but there isn't room for growth either."

Back at Kwality Comics, customer Dylan Riley of Lawrence had a similar opinion. He said that the current economy does not affect his buying habits.

In order to keep up with the faltering economy, Riley has noticed the increase of titles that Marvel and DC are coming out with. Furthermore, he has seen his favorite comics go through a "reboot" with titles starting over with a new first issue. "A first in a series always sells more."

NEW WORLD

Like newspapers and other trade publications, comic books are shifting towards the digital side of media.

"I know Archie Comics are now a dollar to download and some are free at Marvel, but some prefer the physical copy." said Dye. He also mentioned the emergence of motion comics. Motion comics are not quite a cartoon but not a comic either. "It is a new way of applying old material to reach new audiences. Movies also help to keep the characters in mind."

Owner Joel Pfannenstiel of Astrokitty Comics expressed his views on the future of the comic universe. He noted the development of a "comic reader" applicable to smart phones and that Marvel is now offering subscriptions to read comics online. Pfannenstiel also mentioned a revolutionary new tool that was announced at this years' Heroes Convention: Longbox.

"It's basically iTunes, but for comics." said Pfannenstiel.

                                                                                                                                                     

BUCKING THE TREND

With comic sales down on an annual trend and the push for the medium to digitize, DC Comics decided to go against the grain. Beginning July 8, DC Comics will release a 12-week run of their 'Wednesday Comics'.

"It's a huge deal!" Dye said. "Because of the format and talent, it's unlike anything we've ever seen in comics frankly ever."




Dye shared that the comic will be printed on traditional newsprint to give it a nice retro feel.

"The main thrust of Wednesday Comics is the return to the excitement of tabloid comics on Sundays, but Wednesday." Dye excitedly added, "Art has never been attempted on this scale!"

Both Kwality Comics and Astrokitty do not plan on taking extra measures in promoting this event.

"The only thing we may do differently is order extra copies to meet demands due to the press coverage." Noh said.

Down the way, Dye added, "We let regulars know about it. DC [Comics] has been running [promotions] in the back of their books. Nationwide, people seem really excited about it, but it may be a tough sell because of the name - it's wacky."

Dye speculated DC's move also had to do with their sales. Figures indicate that they hold the #2 spot against Marvel. He discussed how he believes Marvel is selling more books because of their hand in recent political events; their involvement in real life.

"One thing that can sell a comic book is Obama."

DC's "Wednesday Comics" hit comic book stores July 8. Spiderman will also be featured in the Wednesday edition of USA Today.

   
    It's a Saturday afternoon and Jenny Frye wheezes as she spends her day off moving her belongings into her parent's house. Since the recession she's cut back on her expenses and moved back in with her parents. Now on this hot day, the recession has caused her to be without what will stop her wheezing.

    Her inhaler.

    "I stopped using it about a month ago because it was too expensive, sometimes I use my mom's but only in emergencies," Frye said.


    This month the Henry J. Kaiser Family Foundation released survey results that revealed that of those polled, 55 percent were ignoring medical needs because of cost. Another 26 percent, like Jenny Frye, failed to fill their prescriptions for the same reason.
    "Sometimes you just have to pick and choose what you can afford," Frye said.
    Despite having insurance through her job, Jenny said after three months she would have to pay $110 out of pocket for her three prescriptions. Her insurance takes a total of $300 from her paychecks in a year through a reimbursement program and with her prescription costing as much as they do she can only afford them for a short time and that's if she doesn't get sick.
    Although some people are cutting back on costly prescriptions some local pharmacies haven't yet seen a decline in sales.
    Matt Lewis, Target Pharmacy Team Leader says he's seen the same about of business than last year.
    "There have been days where the only reason the store has made its sales goal for the day was because of us but I would say it's been the same," Lewis said.
    Lewis said that Target offers several incentives to keep their guests refilling their prescriptions and that is what attributes to the stability in sales. Some of these incentives include the pharmacy rewards program, auto-refill system and generic medications, which are four dollars for a 30-day supply and $10 for a 90-day supply.
    "In most cases we will refill with generics without asking, they cost less and there is no added fee to get them," Lewis said.


    Several other local pharmacies offer reduced priced generics for the same price including Wal-mart and Dillons. CVS offers a 90-day supply for $9.99 and Walgreens offers a 90-day supply for $12 with a membership in its prescription savings club. Enrollment also includes a $20 yearly fee for individuals and $35 for familes.
Aside from the generics programs several pharmacies offer free shipping on deliveries, coupons and auto refills in order to keep people buying their prescriptions. Although there are incentives, Lewis said it all came down to price.
    "In the past month I've seen more people ask for the price before filling," Lewis said.