MAKE MINE MARVEL PAID BILLS!How Marvel will more than likely end comic fandom as we know it.By Louis Fowler
In case you haven't heard the news, Marvel is planning to raise the price of their single issue titles from an already hefty $2.99 to a wallet-breaking $3.99. That's $3.99, a month, for typically 22 pages of story, very rarely delivering a story that's really worth that much.
OK, so let's break it down: usually, every week I get about five-to-eight single titles, roughly paying about $25-30 dollars, if I'm lucky. Now, with times tighter than Namor's swim-trunks, I haven't bought comics in about three months. When things got better financially, for both me and the country, I was honestly pretty excited to get back to it. I really do miss reading the adventures of my four-color friends, as lame as that sounds. But, with a cover price raise of even a little ol’ dollar, I'm looking at spending about $40-50 a week, at least over $160 a month on comics. Not to sound like a grumpy old man, but that's an electricity bill, some groceries, some gas and maybe my NetFlix. If I’m lucky.

Sorry Marvel, but as far as my finances go, it's clobberin' time and you're the first to get the rock-encrusted fist.
So, with this price raise, I will officially stop buying single titles. Like I said, I haven't bought comics in three months, but even before that, I had to totally stop buying indie titles—they are usually the most expensive books as it is—and as much as I do like to support independent authors and artists, the cover price is just too much to experiment. I made the tough decision to stick with the big two, Marvel and DC, reading the heroes that I've always been most comfortable with, with a cover price that I was (sort of, but not really) comfortable with.
But, now, I'm just giving up everything altogether. I'm sure this is going to be the way for a lot of regular Friends of Ol’ Marvel, especially with the upcoming total economic depression (and believe me, it is coming). It's going to be a time of growing up for many comic book readers. For too long, we've been in a state of arrested development, continuing our childhood through our fandoms (and let's not forget the action figures, conventions, etc.). We haven’t really had anything to make us put away “childish things”. But, now I guess it's really time for us all to grow the fuck up. It sucks, I know, but when it comes between eating a carrot and buying that $100 copy of ABSOLUTE CAPTAIN CARROT, hopefully your survival instincts will kick in.
Hopefully.
Now don't feel bad—it's not your fault. Marvel, has effectually, shot themselves in the foot. Like the mega-million budgets for many of today's Hollywood films, Marvel has pumped so much money into hiring the big “stars” for their books, with very few actually delivering and living up to their name. In my opinion, many of the best comics I've stayed with over the past few years have been the low-key, under-the-radar titles with lesser-known writers and artists. It seems that more freedom equals more entertainment.
Those big names always seem to come in with big ideas that have gotten way too out of hand in the past few years. Look at the recent “Civil War” or “Secret Invasion” storyline; they crossed-over into just about every Marvel titles, not only interrupting already established storylines, but, if you weren't buying all twenty-eight crossover titles that month, completely lost. So very lost. Can we effectively agree that it's about time to put a moratorium on “events”?
Like I said earlier about grown men buying comics, arrested development and all that, no matter what anyone says, kids don't read comics. At all. Why would a child spend $3.99 on a single issue—wherein you can guarantee they'll have no idea what's going on—when for a few bucks more they can get a toy of some sort (which usually comes with added features, like a trading card or comic book itself), or, if they're really good, a video game that they can actually interact with? What can they do with a comic book?
Read?
Sure, when you and I were little'uns, we read those funny books voraciously and they were an easily-dropped fifty, maybe sixty-five cents. No big whoop. But kids today don't get Spider-Man from SPIDER-MAN comics—they get them from Spider-Man cartoons, movies and toys. Superheroes are such an established, regular part of the modern American mythology that I'd be surprised that this next generation even knows they originated in comic books.
It's adults who read SPIDER-MAN and it's adults who have money and it's adults, so beaten down with everyday life, such as inflation, paying bills and whatnot, who will pay $2.99 for Spider-Man. They don’t know better than to not to. And Marvel knows this. And Marvel has taken advantage of this.
Believe it or not, it doesn't need to be this way. According to inflation figures (figuring in everything from paper to printing) from the Comic Book Resources column “Lying in the Gutters” by Rich Johnston, comics should be dirt cheap. In 1977, a thirty cent comic should have cost thirty cents. Exactly. In 2008, a $2.99 comic should cost, wait for it... a $1.09.
Yep, one dollar and nine fucking cents. Sorry Spidey, there's no way around it: that is greed, pure and simple. Doctor Doom would be proud.

I guess the big question is this: how can Marvel save itself?
Dropping the price to a fair $1.25—even a $1.50—would be a start. You can believe they'd sell more copies at that price, just out of curiosity alone. And, when you think about it, would Marvel really lose that much money? They may sell x amount of copies for $3.99, but chances are they'd sell twice, three times that amount at $1.50. The money itself would equal out.
Speaking of printing, I would also go back to old-school newsprint. Drop this whole glossy paper BS—if people want that, and want to pay $3.99 for it, print up a small print run of “prestige format” comics for the shops, like in the 80s. Everyone else, who actually READS comics, would be happy with newsprint, and I for one would look forward to just the smell of the books alone. (Ahhh...that’s the way comic should smell.)
The biggest thing I would do though? Get back to what matters: the comic book and not the “superstar” writer or artist. Get contract salary men, who love the fact
they have the fucking privilege to work in comics, to go nuts on their assigned titles. Hire both new guns out of school and old-school legends—especially the ones that time (and Marvel) have conveniently forgotten—to do your dirty work. I guarantee that Marvel, by injecting this into their books, will see themselves in the middle of a new renaissance.

Will Marvel do any of this? No, of course not. And it's sad. It's sad to know that this may be the final thing that forces Marvel, the Marvel that we know, to go the way of Bucky Barnes. Sure, they'll always have their movies—which I will always be first in line for, natch—and kids will always have their cartoons and video games, but the word bubble has finally been popped. Possibly for good. Sorry gang, the bad guys have won this issue, and it looks like there no “to be continued” to save it.
Exceli—oh, nevermind…
Labels: being a grown-up, forgetting the fanbase, greed, leaving behind childish things, marvel comics, quitting comics, the new economic depression