Different thoughts about thinking differently

Posts Tagged ‘magazines’

The comic book industry – masters of leverage and diversification

Tuesday, February 16th, 2010

Image by slava

The comic book industry isn’t just about the funny books and colorful long underwear anymore.  The recent reorganization of DC Comics into DC Entertainment; rival Marvel Entertainment being bought by Disney; the financial success of comic book themed movies; the growing influence of manga and anime on video games, popular culture, and American comic books:  each of these events shows that comic book characters still pack a powerful punch across media… even when, you can argue, that their source medium has been in decline for decades.

In my E-Mail interview with Mitch Joel, I asked him some questions about the comic book industry because:

  • I knew that he has read comics books
  • because he’s hip to what’s happening in business and media.

He wrote the following answer to this question:

(Do) you think that the comic book industry is missing opportunities to use their characters and concept in different media and different settings? I think there’s intellectual property that could be used for than just entertainment, but I think differently about that kind of thing than other people do.

Brand extensions are always smart, important and critical. I think they’ve been making the right moves in terms of movies, toys, games, etc… I’m not sure I see that many bigger options that they’re not entertaining. Most of the comic book publishers seem to really understand the entertainment business. You would think that less and less kids are reading comic books simply because they are on paper. I don’t know/have the research behind this, but I’d be hard-pressed to think that these publishers aren’t looking at what a comic book will look like in the next decade.

I’m a lifelong comic book fan and I’ve seen a lot of changes during the past three decades:

  • Comic books virtually disappearing from most traditional magazine/newspaper markets to a specialized distribution network (e.g. comic book stores), with some penetration back into bookstores and a mere fraction of their original outlets during the past decade.
  • The collectors market boom and bust, when people were paying ridiculous sums of money to collect multiple copies and variants of original issues (imagine seven or more different versions of the same comic book, just with different covers) until most people decided they weren’t going to do that any longer, leading to lots of inventory that will never be bought.
  • The rise of a few smaller comic book publishers that have managed to permanently steal market share from the Big Two publishers (Marvel Entertainment and DC Entertainment, who you might compare to Coke and Pepsi in terms of market dominance).
  • The increasing rise and dominance of video games, TV shows and, most recently, movie versions of comic book characters which have done extremely well at the box office.
  • The devaluation of the individual comic book issue by publishing story arcs (usually spanning 4 – 6 issues of a comic book) in trade paperback format or by printing anthologies with 10 – 20 individual comics collected together.
  • Ads in comic books disappearing, then occasionally reappearing.
  • Comics aimed at pre-teens and teens virtually disappearing, reflecting an aging demographic of comic book readers.
  • Price changes, inevitably upward (most mainstream comic books cost at least $2.99 US today, but cost about one-eighth of that price 30 years ago)
  • Meanwhile, comic book characters and logos are used to sell toys, clothing, backpacks, books, magazines, and occasionally food and toiletry items.
  • The consolidation and rise of comic book conventions (the 2009 San Diego Comic Con got a fair amount of coverage in social media last year – not sure that’s every happened before).
  • High profile stars like Patrick Stewart, Halle Berry, Robert Downey Jr., and Hugh Jackman (his portrayal of the anti-hero Wolverine essentially established him as a box office star) have been featured in various comic book movies, providing buzz and a bit more credibility.

I think that, overall, Mitch’s assessment is correct:  the comic book industry has proven itself to be shrewd, or at least survival minded, through diversification.  Even though the core product is in decline in terms of sales (individual comic books used to sell in the millions back in the 1930s – 1940s; today they rarely sell more than 100,000 copies per issue unless they are the most popular titles), there is so much other content and product that the core properties continue to survive and thrive.

Some comic book fans will scream in denial when I write this, but, in my opinion, the comic book industry continues to survive because the DC and Marvel characters are intellectual property, or products, that have been leveraged beyond the original source material.  If it was just about the comic books, the publishers would have gone out of business years ago.  Maybe they know something that other old media could learn from.

What do you think about this?  Have comic books lost their purity by expanding out to other kinds of products?  Is it too commercial now?  Do you even care about comic books?  Were you bitten by a radioactive spider in your teens?  Are you an alien from another planet with the ability to move mountains?  What does this have to do with social media?  Do you think obsession with comic books is a sign of Peter Pan syndrome?


Cheap magazines here! Actually they are free!

Wednesday, November 12th, 2008

Sorry, I don’t have any cheap magazines or free magazines, but they are out there. They are on the Web now, all over the place. Virtually every major print magazine is online now, just like the newspapers, and the vast majority of them provide free content to the consumer.

I used to buy and read these magazines (and some others) quite frequently:

magazines

I don’t buy magazines very often anymore, for two main reasons:

  • The cost – paid vs. free
  • Availability – the magazine selection in my town isn’t great

But, I still like to buy and read them!

How about you? Have your magazine buying patterns changed lately? Do you still buy magazines? If so, why?

Leave a comment and let’s discuss!

It will NOT take me 13 MORE years to get published again!

Friday, February 22nd, 2008

Sample magazine cover Image by David Fraiz.

February 2008 brought me to a new personal milestone: I had an article published in an honest-to-goodness magazine. With pages. And paper!

My article, “Toastmasters in Rural Areas”, was published in Toastmaster magazine in their February 2008 issue (the downside is that the magazine is only available to Toastmasters members, but at least there are over 200,000 of us…)

It was a long road to get to this milestone, probably much longer than it needed to be. At the same time, there are a few valuable lessons from this experience for me to share with you.

Almost… but not quite

The last time that I came close to getting published in a magazine was in 1995. The periodical in question was a short-lived Canadian publication called Onset. I worked hard on that article (about career prospects in the telecommunications industry), only to have it pulled and dumped before the magazine went to press. I didn’t do much non-business writing for ten years following that. I have to admit I was rather crushed when I was told that the story wouldn’t run, especially at a time when I was looking at changing careers.

When you experience a disappointment like this, you tend to wonder whether one of two things happened:

  1. Did random circumstance screw up this opportunity?
  2. Was this event the result of destiny or planning by unseen forces?

It’s tempting to think that 2. was the reason why I didn’t get published in 1995. I could think “Gee, the stars and planets weren’t in proper alignment,” or “God didn’t want me to get published”, or “Maybe I broke the Law of Attraction somehow,” or…

But I highly doubt those were the reasons. It probably was a random collection of events that led me to where I was. Nonetheless, I didn’t push ahead any further with writing. It’s quite possible that I wasn’t ready at that moment, regardless of whether or not fate was involved.

Quitting… to do other important stuff

The main reason why I gave up on the writing dream was to focus on things like career and family. Quite honestly, it was the best thing that I could have done at the time, because that decision put me on the path to marriage, family, and career advancement. You tend to learn a heck of a lot about life by following this path.

So why am I messing around with writing again?

Put simply, things change.

Years of neglecting my creative side caused frustration and desire to build up to the point where I had to try again. It was time to resume climbing up Maslow’s hierarchy.  I started with fiction writing, but found that it wasn’t quite gelling for me. I blundered into user generated content sites like Helium and Triond and from there to social media to blogging and… well, we’ll see where this winds up.

Get a life (I mean hobby!)

This time around, my hobby led to my article. I joined Toastmasters in early 2005 as a way to get back in touch with my creative side. Since Toastmasters was very goal and acheivement oriented, it gave me some objectives to sink my teeth into. I earned the first two Toastmasters communication certification, became part of my club executive, and generally learned a lot about Toastmasters while meeting a number of great people. This experience gave me the raw material to create the article and, after a fair amount of work, it was published.

It did take nine months from start to finish, including one major rewrite, but the article did get published.

I’ll tell you, there’s nothing like seeing your first article in print. Some of you probably know what that’s like, but if you don’t… it’s like winning the best award ever. My heart lifted and I grinned like a fool for at least fifteen minutes (which is a LONG time for me).

Lessons learned

1. Subject matter experience is a huge advantage: I probably couldn’t have written that article without my Toastmasters experience. At the very least, it would have been much harder to research and write the article without being a member of Toastmasters. Writing about what you know is clearly a smart thing to do.

2. Membership has its rewards: Toastmasters membership gave me an automatic advantage over anyone who wasn’t a member. Membership automatically conveyed a certain amount of authority and credibility.

3. Find the right outlet: Toastmasters is very receptive to articles about Toastmasters! The article wouldn’t have worked for Rolling Stone, Wired, or Newsweek because Toastmasters doesn’t tend to have the mass appeal of politics, current events, technology, or pop culture.

4. It’s never too late to try: there’s no doubt that I did quit writing for many years. However, the dream never died. If anything, I’m a better writer today because of the knowledge and experience that I’ve gained in the past 13 years.

5. Don’t be afraid to try again: I never completely abandoned the idea of getting published, despite my previous failure and my “break”.

In conclusion

Generally speaking, I don’t recommend waiting 13 years to try something a second time. At the same time, don’t let the passage of time discourage you, no matter how long it seems. Just look at the people who successfully graduate from educational programs later in life! What about anyone who has the guts to try something new and different long past the time when common wisdom says it makes sense?

If there’s something that you want to do badly, but you’ve never had the courage to try, don’t let time scare you away. If you have the capability and the drive to pursue a milestone that you are theoretically capable of doing, then try it! Don’t worry about the consequences of failure; worry about the consequences of never trying.


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