Free Comic Book day on May 5, 2007.
© Diamond Comic Distributors

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What Free Comic Book Day?

Greetings, Maniacs, and welcome to another riveting episode of Comicscape, where I alternately bring you hard-hitting editorials and utter fluff.  Some weeks, we talk about a threat to graphic novels in public libraries.  Other weeks, we just meander through a wasteland of observational musing.  And on rare occasions, we find something really titillating and examine it from an academic perspective.  You can make boobs academic if you just name the column something postmodern like “The Position of Maternal Assets in the Advance of Cyber-Feminism.”  I swear I could ghostwrite papers for academic journals.  This week, I had an interview scheduled, but some logistical issues postponed it.  Hence, I intend to torment you with a rant about Free Comic Book Day.  Next week, Spider-Man 3 comes out and we climb into the movie ring – one week of my thoughts and one week of yours.  After that, I’ll expound upon the end of 52 and the start of Countdown.  It’s an exciting time to read Comicscape.

Free Comic Book Day arrives this Saturday.  Like everyone else, I love free things.  I usually hit a comic shop on that glorious day and grab the one or two things that actually interest me.  Since the comic shop kindly ordered these titles and then just gave them to me, I try to buy a trade or two to support their efforts.  That seems fair, I think.  Yet, everyone’s favorite industry monopoly, Diamond, casts a pall over the Christmas-morning cheer of its own Free Comic Book Day.  Diamond, as you well know, distributes virtually all of the mainstream comics in the .  Independent distributors Last Gasp and Cold Cut offer little competition, as they don’t even carry Marvel, DC, Image, or Dark Horse.  Here’s the rub: Diamond charges retailers for the same titles they give away to their customers.  The comics range from $.16 to $.50 each.  That wouldn’t stand as much of a problem, except that Diamond divides the available titles into Gold and Silver tiers.  If a retailer wants to participate in Free Comic Book Day, he has to purchase a package of Gold titles at (for this year) $50.  After purchasing that package, Diamond allows the retailer to buy as many individual Gold and Silver titles as he wants.  Hence, regardless of whether or not The Lone Ranger or Archie (both Gold titles) will leave that store, the guy behind the counter has to shoulder the cost if he wants to carry the Free Comic Book Day Edition of Justice League of America #0 (a Silver title).  Retailers not only have to pay for the free comics, but they have to purchase more books to buy the ones they want.  Some retailers decline to participate, and rightfully so. 

I’d like to righteously cry out that if Diamond wants to hold a Free Comic Book Day then they and the publishers should just give the books to the retailers (damn it).  However, I realize that someone has to pay and nothing really comes free.  But, most comic retailers struggle enough already.  Asking them to pay a small amount for an individual selection of titles based on their needs seems far less insidious than charging them for the privilege of purchasing more comics.  One could argue that Free Comic Book Day attracts business and new readers.  In theory, this might happen.  Diamond often positions Free Comic Book Day around the release of a major film adaptation.  In this case, Spider-Man 3 arrives in theaters the day before and Marvel has wisely offered a one-shot by Dan Slott and Phil Jimenez, entitled Amazing Spider-Man: Swing Shift (because he swings on his webs).  In tandem with Free Comic Book Day, many retailers all over the country hold sales and promotions.  Some create a festive atmosphere with costumes and games, using the event to raise funds for good causes or just attract the attention of local media.  In a perfect world, someone thrilled by Spider-Man 3 might decide to return to comics.  Let’s call him Hypothetical Customer.  Hypothetical Customer would wander into Joe’s Comix and see the guy behind the counter dressed as Superman, someone from Second Harvest collecting canned food, and a bunch of shiny, happy people reveling in the glories of sequential art.  Hypothetical Customer would then ask about this free Spider-Man comic he’s heard about, and maybe buy a copy of Kraven’s Last Hunt on his way out.  Now, the cost of that free comic led Joe’s Comix to a sale and a potential long-term customer.  All is right with the world. 

Things rarely work out so well.  The very nature of the event opens the door for the legion of cheap-asses out there that will take anything that’s free.  Ask the guy at your comic shop.  Every year, a few people come in and ask for one of everything and then buy nothing.  Granted, Diamond doesn’t force retailers to participate.  But, smaller retailers simply can’t afford to shell out $50, in addition to the cost of any other titles they might order, knowing full well that the issues offer no immediate return.  Then, if they elect not to participate, they risk alienating new customers.  On Free Comic Book Day, the non-participating retailer has to deal with a stream of people who, when they ask about the free comics, will frown and say “Oh,” and then hit the shop across town.  Granted, the retailer doesn’t have to spend his time answering questions from people just on the prowl for free stuff.  However, he’s also missed out on potential impulse buys and long-term customers.

Free Comic Book Day boils down to a retailer buying something strictly for exposure and as a loss leader to promote other comics.  Best Buy can afford to lose money on CDs in hopes that you’ll stick around to buy a stereo.  But, the guy down the street supporting his family (or his World of Warcraft addiction) with a small comic shop may not be able to take that chance.  In the end, particularly in smaller cities, it almost makes more sense for retailers not to participate.  A retailer may lose potential sales, but at least that won’t cost anything up front.  But, in the end, Diamond offers Free Comic Book Day on its own terms and retailers and customers can take it or leave it.  No one has a gun to our collective head.  However, Diamond would make an amazing gesture to retailers if it would find a way to make the books free for them (but, I expect, limiting quantities) or at least change the pricing structure to allow smaller, customizable orders.

I don’t intend to boycott Free Comic Book Day.  I think it’s a great idea that needs fixing.  I fully intend to hit the comic shop in a neighboring suburb this Saturday, because my regular shop won’t participate for many of the reasons I’ve explained this week.  I’ll walk into that shop in the suburbs, grab my copy of The Astounding Wolf-Man #1, and then buy a trade to thank the guys for giving me free stuff and supporting comics.  I implore you to do the same.

The Spinner Rack

By Ben Johnson and Kurt Amacker

Last week on “As the Spinner Rack Turns”: 

Kurt: So, Ben Johnson has really been Al Brown all this time?  I knew it. 

Audiences at Home: He’s right!  They’ve never been seen at the same place at the same time.

DARK HORSE COMICS

Buffy The Vampire Slayer #3  $2.99

Kurt: I buy it for my wife.  Seriously, I do.

City of Others #2 (of 4) $2.99

Eden Vol 7 Its An Endless World TP (MR) $12.95

Flood 3rd Edition TP $14.95

Ben: It’s back and this time IT’S LAMINATED!

Gunsmith Cats Burst Vol 1 TP $10.95

Ben: And this is how violins are made.

Hellboy Darkness Calls #1 (of 6) $2.99

Ben: And asks if your refrigerator is running.

Kurt: Mine wasn’t this week.  You’ll never know if you can replace a defrost timer until you try.

Journal Samurai Champloo   $9.99

Journal Trigun  $9.99

Star Wars 30th Anniv Coll HC Vol 3 Darth Maul $19.95

Star Wars Knights of The Old Republic #16 $2.99

Star Wars Legacy Vol 1 Broken TP $17.95

Ben: I think the title of this arc sums up the entire Star Wars line.

Kurt: There’s so much Star Wars material that I decided a long time ago in a neighborhood far, far away that I’d be one of those movie purists that ignores all the other stuff.  But, I still love the Clone Wars cartoons.

Vampire Hunter D Vol 7 Novel SC (MR) $8.95

DC COMICS

100 Bullets #83 (MR) $2.99

52 Week #52 $2.50

Ben: I’m still pissed about how they handled WWIII.

Kurt: Has a publisher ever released all four issues of a miniseries on the same day?  Somebody call Guinness.  Hell, someone just pour me one.

All New Atom #11 $2.99

All New Atom Vol 1 My Life In Miniature TP $14.99

American Virgin #14 (MR) $2.99

Ben: Maybe, just maybe, things are starting to come together for this one.

Kurt: Okay, I’ll bite: this book is moving really slowly.  But, still dig it.

Checkmate #13 $2.99

Danger Girl Body Shots #2 (of 4) $2.99

Deadman #9 (MR) $2.99

Detective Comics #832 $2.99

Ben: Paul Dini should be the model for all the “superstar” writers that companies are hiring.  He’s on time, has respect for the characters, and writes a great story.

Exterminators #17 (MR) $2.99

From Eroica With Love Vol 9 $9.99

Green Lantern #19  $2.99

Hawkgirl #63 $2.99

Jonah Hex #19 $2.99

Justice League Unlimited #33 $2.25

Looney Tunes #150 $2.25

Ben: In this issue – the death of Bugs Bunny.  Who’s waughing now Wabbit?

Kurt: Kill da Wabbit!  Kill da Wabbit!

Midnighter #7 $2.99

Omukae Desu Vol 4 $9.99

Scalped #5 (MR) $2.99

Ben: My hands down favorite Vertigo title.

Shazam The Monster Society of Evil #3 (of 4) $5.99

Showcase Presents War That Time Forgot Vol 1 TP $16.99

Superman #662 $2.99

Supernatural Origins #1 $2.99

Teen Titans #46 $2.99

Ben: What a waste the hype has been.

Kurt: Can you remember very many comics that have lived up the hype?

Welcome To Tranquility #6 $2.99

Kurt: Thanks, I’ll make myself comfortable.

IMAGE COMICS

Alien Pig Farm #1 (of 4) (MR) $2.99

Ben: Dryden Mitchell’s latest project doesn’t appear to stretch him much.

Kurt: I actually had to look up his name to get your joke.  I’m kind of happy when I don’t know about pop music.

Aphrodite IX TP (New Ptg) $14.99

Darkness Level 3 Basaldua Cvr B $2.99

Darkness Level 3 Brase Cvr A $2.99

Spawn #167 $2.95

Strange Girl #16 $3.50

Tripper Movie Adaptation One Shot (Res) (MR) $5.99

Ben: Add an S at the beginning of the title and I’m in.

Kurt: Aren’t you a preacher or youth minister or something?  I thought I was the one that made the boob jokes.

Walking Dead Sorrowful Life Vol 6 $12.99

Walking Dead Vol 2 HC (MR)  $29.99

Ben: If you’ve never read Walking Dead, this is the way to do it, one arc at a time.  It makes the decompression much more tolerable.

Kurt: I admit that the book has slowed down considerably, but it’s still one of my favorite things ever – not one of my favorite comics ever, but one of my favorite things.

Ward O/T State #1 (of 3) $3.50

Witchblade Dani Bearer Cvr B #105 $2.99

Witchblade Sara Bearer Cvr A #105 $2.99

Witchblade Takeru Manga #3  $2.99

MARVEL COMICS

All New Off HB Marvel Universe A To Z Update #2 $3.99

Astonishing X-Men #21 $2.99

Avengers Initiative #2 CWI $2.99

Civil War Captain America TP $11.99

Civil War Wolverine TP $17.99

Civil War Young Avengers & Runaways TP $11.99

Kurt: You know, weeks like this make me wish for a big-ass Civil War omnibus.  Oh, wait – I own all of these already.  I’m lame.

Dark Tower Gunslinger Born #4 (of 7)    $3.99

Ben: It’s hard when a book is always so awesome to write anything new about it.

Dark Tower Gunslinger Born Jae Lee Sketch Var #4 (of 7)    $3.99

Dark Tower Gunslinger Born Mcniven Var #4 (of 7) $3.99

Ben: But I can tell you that I’ll take a hit out on you if buy this variant.

Kurt: I love it when you threaten to have our collective readership killed.

Fantastic Four Pelletier 2nd Ptg Var #544 $2.99

Fantastic Four Visionaries Walter Simonson Vol 1 TP $19.99

Friendly Neighborhood Spider-Man #20 $2.99

Ben: Burn it.  Burn it until it is all the way dead.  

Ghost Rider Trail of Tears #4 (of 6) $2.99

Incredible Hulk #106 $2.99

Ben: Love it or hate it Marvel did not wimp out with the outcome of Civil War, I only hope they take the same route with this one because I am crazy excited about a “Hulk Smash” of planetary proportions.

Iron Man #17 CWI $2.99

Ben: The Hulk is totally going to kick your ass, Stark.

Loners #2 (of 6) $2.99

Ben: The story of Ben Johnson’s younger years in rural Alaska.

Marvel Adventures Spider-Man #27 $2.99

Marvel Illustrated Last of the Mohicans #1 (of 6)   $2.99

Marvel Zombies Army Darkness 2nd Ptg Var #1 (Pp #759)   $2.99

Kurt: Wow – Last of the Mohicans and Army of Darkness in the same week from Marvel.  There’s diversity for you.

Marvel Zombies Army Of Darkness #3 (Of 5) $2.99

Ms Marvel #15 CWI $2.99

Omega Flight #2 CWI (of 5) $2.99

Punisher #47 (MR) $2.99

Ben: I can’t believe I’m more excited about War Journal than this one.  Just goes to show it is a great time to be a Punisher fan.

Kurt: I love both.

Runaways #26 $2.99

Ben: Last issue was mostly a let down for me, but the cliffhanger is just enough for one more shot.

Kurt: Dude, it had the freaking Punisher aiming a rocket launcher at a bunch of children.  How does that not rule?

Sensational Spider-Man Annual #1 $3.99

Spider-Man Loves Mary Jane #18 $2.99

Ben: But Venom lives for crack.

Thunderbolts Presents Zemo Born Better #4 (of 4) $2.99

Kurt: I don’t know if coming out alongside Warren Ellis’s run on Thunderbolts helps or hurts something like this.

Ultimate Fantastic Four #41 $2.99

Ultimate Marvel Flip Magazine #25 $4.99

Ultimate Tales Flip Magazine #25 $4.99

Wonder Man #5 (of 5) $2.99

Ben: Who buys this stuff?

Kurt: Someone with disco fever who thinks Tom Jones can never die.

World War Hulk Prologue World Breaker $3.99

Ben: I think my emotions can be best described as giddy.

Kurt: I’m getting crossover fatigue.  I’m out of here.

Questions? Comments? Let us know what you think at comicscape@mania.com.