Posted: 04 July 2011 at 7:26am | IP Logged | 12
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I concede that the public disagrees, as sales increased after JB left.•• I've joked -- in a "kidding on the square" kind of way -- that I must have been holding Chris back, since the real burst of sales came after I left. But the sad reality is, we had no idea, at the time, what was really driving the sales of successful books. The speculators had arrived, and their presence completely skewed the numbers. When Stan and Jack were doing, say, FANTASTIC FOUR, they knew that the (roughly) 400,000 units they were selling each month could be mostly depended upon to represent 400,000 warm bodies. When UNCANNY reached that number (and went on to even higher) after I left, there was much concern over the fact that we had no way to measure the actual number of people buying the books. How many were buying multiple copies, as "investments"? How many multiple copies were they buying? If UNCANNY X-MEN sold 400,000, did that mean 350,000 people? Or 300,000? Or 200,000? Or even less?? This is, of course, precisely why the Industry crashed. The Publishers began pandering to the Speculators, full time, doing stunts and high-priced "special" issues that drove away the regular customers. I've told before of doing a signing at a local store the day the "Death of Superman" issue came out. The manager/owner was taking the books out of the box and marking them $40. He claimed if he did not do this he would "lose money". In fact, at worst he would only make LESS THAN HE EXPECTED, which is in no way the same as "losing money". But the real problem was that for many of his customers, loyal fans who had followed the character and title for years, this latest stunt from DC was merely the NEXT ISSUE. Being confronted with a $40 price tag, many of those customers were forced to make a choice. As we saw, when the speculators lost interest and left, virtually overnight, that choice was one faced and made by many READERS. They left. And when things returned to "normal", instead of sales going back to the levels they'd held before the madness, they plunged far below. Which, in my Cassandra-like way, was exactly what I had PREDICTED would happen.
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