Why Comic Books Have Trouble With Innovation and Inclusion

It’s this crazy retail-distribution system.  I remember how shocked and befuddled I was when I first discovered the setup. So that’s why there were heaps of comics in the garbage pile behind the store alla time — can’t send back unsold copies! The late, great Jeep Holland, who worked for Diamond Distributors (when it actually had some competition), told me that, rightly or wrongly, comic-book publishers decided that dealing with unsold copies would be a crucial difference between making money and going broke. Jeep thought this was increasingly misguided since it was based on the assumption that nobody but nobody would be interested in a comic book a month after it came out, let alone years later. (Been great for the collectors’ market of course — it’s why really old comics are really rare.) This also explains why Marvel’s huge outburst of innovation came as they were going down the tubes and had nothing to lose. But also a strong component of why I dropped out of mainstream-comic reading. The rehash mode was impossible to stomach.

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