Why Free Comic Book Day is a Flop!
This is an article from 2004 about Free Comic Book Day (which is today by the way ;)) But it is still pertinent!
Why Free Comic Book Day is a Flop!
An Action Guide for Comic Book Stores
By Jennifer Walford
Original Source: http://www.ybfree.com/40FREECOMICBOOKDAY1.html
Free Comic Day has failed to attract the well-deserved hype the event deserves. Usually scheduled during the weekend of a highly anticipated super hero movie this event is supposed to attract new comic fans, and bring lost fans back into the ranks. For three years I have observed this event from a distance. Every year, I hope for a little more, and every year I am greeted with the same disappointment: limited selection, repeated titles, and to boot the stores in major shopping districts are often empty so anyone looking for a chance to connect with like-minded fans will spend most of the time talking to his or herself.
The SUPER Event that Fails
Why is Free Comic Book Day not even a blip on anyone's radar? Well, for starters Free Comic Book Day is not actually free. Stores that chose to participate have to pay .15 cents per comic. According to one proprietor, Bishop of Comic Book Heaven in White Plains, New York, "One year we elected not to do it because of the cost and the low turnaround and because of low turn around there is no real benefit for stores".
Additionally there has been little press or promotion for the event, besides a few notable mentions here and there in the mainstream press, the event has yet to garner the anticipated status that an affair attached to the word FREE should garner. The lack of promotion by the event's organizers was the central concern for owners and employees of comic book stores. Donna Rubin of American Legends in Scarsdale, New York, missed the deadline because she was not notified; despite the fact American Legends participated in last year's Free Comic Book Day!
Have Comic Book companies and their Distributor in an effort of solidarity essentially. alienated their most loyal customers and partners in the empire-the comic book store proprietor? The people, who despite slumps in the customer base, managed to maintain profits just enough to keep the passion in the public eye?
Alright that was a little too romantic, but a fact is a fact, these stores are central to the sales of comic books today. Yes, there is the Internet, but the electronic space cannot provide the same human and multi-sensory interaction that takes place in comic book stores of the 21st Century. These stores are meeting places for savvy entertainers, seeking intellectual conversations and a multimedia exchange, from RPG to video games.
Case Study:
How to Pimp Your Comic Book StoreFree Comic Book Day Saturday, July 3, 2004.
Dragon's Den at the Cross County Mall in Yonkers, New York was out in full force promoting the 2004 Free Comic Book Day, to a nearly empty mall due to the Fourth of July weekend. Unlike previous years, when Free Comic Book Day was held the Saturday of opening weekend, Spider-Man 2 premiered, Wednesday, June 30th creating an awkward situation.
In addition to handing out free comics, Dragon's Den had Spider-Man make a special appearance! Spidey autographed copies of his umpteenth million series for a nominal fee. Heck, he even posed for pictures with fans!
Dragon's Den also created a pamphlet to distribute to customers prior to the event. On the first page of the flyer the store took advantage of the popularity of Spider-Man 2 and gave 20% off any Spider-Man merchandise, as well as, promoted the Spider-Man meet and greet for Saturday. The inside spread of the brochure told readers what the store sold along with an ad for Free Comic Book Day. The pamphlet concluded with a calendar of events Dragon's Den would be hosting throughout the month of July, which included a Comics Workshop, Hero Clix Tournaments, Anime and Wrestling viewings.
Combine your Superpowers!
The lesson? Dragon's Den did not wait for the Corporations and Distributor to bring customers to them, the owners and employees took matters into their own hands and created a successful and impressive event. With a little common sense and plenty of fan passion any store could repeat Dragon's Den success easily. But for those of you still at a lost here are three ideas that will get you on your way!
1. Pool resources
On Free Comic Book Day I visit between 3-5 stores to scope out the different titles. Stores within a close proximity could coordinate their titles; create a pamphlet outlining the fellowship and special offers.
2. Free Comic Book Day is International
Join forces with a comic book store in another country! Get out your web cam and allow fans to see one another. Since comic book stores cannot resell Free Comic Book Day titles why not swap comics? Perhaps there are titles not available in your country?
3. Grassroots Promoting
Local and College media outlets (Newspapers, Magazines, and Radio Stations) are a great source of publicity. Unlike most major metropolitan papers, these papers actually take a vested interest in community events and issues. (Anyone who needs help locating such fine institutions can e-mail me at bandwidth (at) ybfree.com, Subject: FCD Resources)
Presentation is half the battle! Complaining about what the industry has not done to make this event into something it is up to the local dealers to take the helm. Your passion for comics is why you have been able to produce a sustainable bottom line! As a comic book dealer first and foremost your concern is for fans not investors, they are who you are accountable too. Wall Street is not breathing down your back, so you can take risks, and stop looking for handouts. Remember in a Market Economy only the fittest will survive!
Send your comments and or questions about this article to banwdidth (at) ybfree.com.
Acknowledgements and Resources:
Thank you to the stores that provided information and/or opinions for this article:
Why Free Comic Book Day is a Flop!
An Action Guide for Comic Book Stores
By Jennifer Walford
Original Source: http://www.ybfree.com/40FREECOMICBOOKDAY1.html
Free Comic Day has failed to attract the well-deserved hype the event deserves. Usually scheduled during the weekend of a highly anticipated super hero movie this event is supposed to attract new comic fans, and bring lost fans back into the ranks. For three years I have observed this event from a distance. Every year, I hope for a little more, and every year I am greeted with the same disappointment: limited selection, repeated titles, and to boot the stores in major shopping districts are often empty so anyone looking for a chance to connect with like-minded fans will spend most of the time talking to his or herself.
The SUPER Event that Fails
Why is Free Comic Book Day not even a blip on anyone's radar? Well, for starters Free Comic Book Day is not actually free. Stores that chose to participate have to pay .15 cents per comic. According to one proprietor, Bishop of Comic Book Heaven in White Plains, New York, "One year we elected not to do it because of the cost and the low turnaround and because of low turn around there is no real benefit for stores".
Additionally there has been little press or promotion for the event, besides a few notable mentions here and there in the mainstream press, the event has yet to garner the anticipated status that an affair attached to the word FREE should garner. The lack of promotion by the event's organizers was the central concern for owners and employees of comic book stores. Donna Rubin of American Legends in Scarsdale, New York, missed the deadline because she was not notified; despite the fact American Legends participated in last year's Free Comic Book Day!
Have Comic Book companies and their Distributor in an effort of solidarity essentially. alienated their most loyal customers and partners in the empire-the comic book store proprietor? The people, who despite slumps in the customer base, managed to maintain profits just enough to keep the passion in the public eye?
Alright that was a little too romantic, but a fact is a fact, these stores are central to the sales of comic books today. Yes, there is the Internet, but the electronic space cannot provide the same human and multi-sensory interaction that takes place in comic book stores of the 21st Century. These stores are meeting places for savvy entertainers, seeking intellectual conversations and a multimedia exchange, from RPG to video games.
Case Study:
How to Pimp Your Comic Book StoreFree Comic Book Day Saturday, July 3, 2004.
Dragon's Den at the Cross County Mall in Yonkers, New York was out in full force promoting the 2004 Free Comic Book Day, to a nearly empty mall due to the Fourth of July weekend. Unlike previous years, when Free Comic Book Day was held the Saturday of opening weekend, Spider-Man 2 premiered, Wednesday, June 30th creating an awkward situation.
In addition to handing out free comics, Dragon's Den had Spider-Man make a special appearance! Spidey autographed copies of his umpteenth million series for a nominal fee. Heck, he even posed for pictures with fans!
Dragon's Den also created a pamphlet to distribute to customers prior to the event. On the first page of the flyer the store took advantage of the popularity of Spider-Man 2 and gave 20% off any Spider-Man merchandise, as well as, promoted the Spider-Man meet and greet for Saturday. The inside spread of the brochure told readers what the store sold along with an ad for Free Comic Book Day. The pamphlet concluded with a calendar of events Dragon's Den would be hosting throughout the month of July, which included a Comics Workshop, Hero Clix Tournaments, Anime and Wrestling viewings.
Combine your Superpowers!
The lesson? Dragon's Den did not wait for the Corporations and Distributor to bring customers to them, the owners and employees took matters into their own hands and created a successful and impressive event. With a little common sense and plenty of fan passion any store could repeat Dragon's Den success easily. But for those of you still at a lost here are three ideas that will get you on your way!
1. Pool resources
On Free Comic Book Day I visit between 3-5 stores to scope out the different titles. Stores within a close proximity could coordinate their titles; create a pamphlet outlining the fellowship and special offers.
2. Free Comic Book Day is International
Join forces with a comic book store in another country! Get out your web cam and allow fans to see one another. Since comic book stores cannot resell Free Comic Book Day titles why not swap comics? Perhaps there are titles not available in your country?
3. Grassroots Promoting
Local and College media outlets (Newspapers, Magazines, and Radio Stations) are a great source of publicity. Unlike most major metropolitan papers, these papers actually take a vested interest in community events and issues. (Anyone who needs help locating such fine institutions can e-mail me at bandwidth (at) ybfree.com, Subject: FCD Resources)
Presentation is half the battle! Complaining about what the industry has not done to make this event into something it is up to the local dealers to take the helm. Your passion for comics is why you have been able to produce a sustainable bottom line! As a comic book dealer first and foremost your concern is for fans not investors, they are who you are accountable too. Wall Street is not breathing down your back, so you can take risks, and stop looking for handouts. Remember in a Market Economy only the fittest will survive!
Send your comments and or questions about this article to banwdidth (at) ybfree.com.
Acknowledgements and Resources:
Thank you to the stores that provided information and/or opinions for this article:
- Dragon's Den: Yonkers, New York
- American Legends: AmerLegends.com, Scarsdale, New York
- Comic Book Heaven 25 Court Street, White Plains, New York 107601 (914) 948-3288
Resources
- Official Free Comic Book Day Website: FreeComicBookDay.com
- Check out the Testimonials for International Comic Stores
International Comic Arts Association (ICAA): ComicArts.org - ICAA is a non-profit corporation that assists Comic Publishers and Retailers with media contacts The Master List of Comic Book and Trading Car Stores
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