The average price of a comic book in the US is around $3. Do you think, regarding the production and distribution system, that it is too expensive? What are the sales like nowadays in the US?
Sales are pretty depressing based on what they used to sell. I think a book that sells 100,000 these days is a blockbuster, and books were getting cancelled in the early 70’s that sold 250,000. Books regularly sold in the millions in the heyday of the 50’s. On a less depressing note, for all those sales, the older creators received no credit, little or no recognition from the readers, no royalties, no participation in licensing, no return of their artwork, few opportunities to get TV or illustration work because of their comics, etc. And they were often ripped off and exploited beyond belief. We sell far less, but we get far more out of it in some ways, and our creations are our own if we want them to be. Sales-wise it’s a car wreck, but creatively it’s a golden age right now. Some people talk about the “golden age” and the good old days of comics, but I don’t know if I’d trade places with the old-timers, despite the discrepancy in sales.
My feeling about the rising cost of comics is as follows:
It’s frequently overlooked that in the early 1980s the comic book industry moved away from using cheap printing processes on cheap paper and started using spiffy printing and coloring processes on high-quality paper (sometimes very high-quality paper). While computers have helped mitigate the costs of the production and printing process, the cost of paper is still quite high compared to what was being used 30 years ago. (I think the paper industry went through a period of shortage about 15 years ago, and that pushed prices up even higher. I’m not sure of the details, though.)
And of course there’s inflation. Inflation calculators such as this one show that what cost 50 cents in 1980 would cost $1.27 in 2005. While this is a broad generalization, my recollection is that the paper industry also experienced higher inflation than the general market in the 80s and 90s. So I think the combination of more expensive paper and inflation account for the vast majority of the rising price of comics from 1980 to today. (Creator recognition may also be a factor, but I’d place it behind these two.)
Here’s a good way to compare apples to apples: Consider a hardcover graphic novel’s cost and the cost of a hardcover novel with a similar number of pages. In general, they are competitive, in the $22-$30 range. The graphic novel is usually somewhat more expensive, but I think that is primarily due to being printed in color rather than in black-and-white. For instance, consider the comic collection Avengers Assemble Volume 1, which is 384 pages for $29.99 (retail), vs. Alastair Reynolds’ novel Pushing Ice, which is 464 pages for $25.95. The pages in the former are larger, too (which means it required more paper-per-page to print).
I think cost is a significant factor in declining comics sales, because so many people think that “comics are for kids” and should therefore be competitive with the cost of a candy bar, and those who are more open-minded often remember when comics were really quite cheap and don’t understand why they’re so much more expensive today.
Comic books are still cheap entertainment, but they’re not completely-disposable impulse purchases as they once were. And that’s because everyone – publishers, editors, creators and the core consumer base – wanted better production values, and got them.