Marvel Studios under the brilliant leadership of Kevin Feige has become an unparalleled success because of amazing producers, writers, directors, casting agents, and actors, who take material made often for a juvenile audience and made it work for an adult and non-comics audience, while also satisfying comic die-hards like myself.
And as movies from the 1st film (IRON MAN) to the 18th film (BLACK PANTHER) show, the reason for this is Kevin Feige’s willingness to embrace Diversity. Diversity is not just the makeup of America, contrary to the Trumpian and XM hate radio mob who who would preach dissension. and hate, it is the makeup of the world. And when you stop running and hiding and sticking your head in the sand, trying to wind back the clock to a Jim Crow America, you realize it is also the makeup to success.
Marvel Comics however has floundered for decades now and continues to flounder with diminishing sales. And while the vocal minority of morons and closet Nazis and talk show radio supporters would blame diversity.
The truth, that common sense and reason would tell you is, appealing only to existing readership has led to a diminishing readership, that can barely get a hundred thousand people, to buy even their most popular book. The people who grew up in the news-stand and comicshop and subscription model of comics,, is an aging and diminishing audience. We are picking up new readers, in large part due to the diversity initiatives and book store and libraries, MS MARVEL and MOON GIRL AND DEVIL DINOSAUR being some of Marvel’s biggest books in collected format. Doing HUGE in Libraries. However while we are picking up new readers in book format, the periodical format continues to lose across the board, for all comics Marvel is producing, whether they put a White, Black, Asian or other character in the comics, and I would argue Marvel is making quality comics across the board, what they suffer from is pricing.
They have in an age of growing options for entertainment dollars, with options of tv, streaming, video games, virtual, and regular books and magazines, priced themselves out of the market. $4 retail for a 20 page comic, that typically is filled with ads and does not give you a full story… it is for most of us an insupportable expense.
Even Die-hards like me have to pick and choose, and generally speaking, the choice is to not support Marvel in the monthly format, not at their $4 and up retail price point. I have not bought a Marvel Comics in years, only their recent diversity push, a good thing rather than the curse word Rush Limbaugh morons would make it, when they finally had Black writers and artists on staff, got me to buy their monthly books again.
I’m speaking of BLACK PANTHER and the short lived POWER MAN AND IRON FIST which was a relatively self-contained title, by dream creative team of David Walker and Sanford Greene. But I stopped getting it when Marvel decided to try to screw with the success of that book by making it into three books. Trying to over-milk their audience. With BLACK PANTHER they quickly started additional titles and crossovers that you had to get to get the whole story. Better and cheaper to just get the collected edition. And when Power Man and Ironfist ended, so did my buying Marvel Comics.
So Marvel’s floundering sales, is a relatively steady study in decline, and has notching to do with diversity. That they have not floundered more is due to their talented and diverse creators and characters. If someone on Youtube or a blog or the media is blaming diversity, you are dealing with an idiot and a bigot and a liar. And you should unsubscribe from their channel and or feed, because stupid people are a waste of time.
Diversity is not Marvel Comics problem. Their problem #1 is pricing. $4 they charge per issue, or $3.99 as they like to call it, you have gone past the threshold the market will bear, or that even your die-hard already converted audience. Particularly when in comparison to other publishers who give you more for that same $4. Other publishers give you less obtrusive ads, letters pages, back matter. And some like CHAPTER HOUSE comics and even DC COMICS (prior to Bendis, hopefully Bendis doesn’t support the same price hike that he supported at Marvel) realize that $2.99 retail is the breaking point for comic book adoption and growth.
Marvel Comics is also big enough that they can support a price of $2.99 retail for their comics. That would take care of their major problem. their second problem,relying on Diamond totally for their periodical distribution. Marvel used to offer mail order subscriptions at a nice discount, that’s how I got some of my books, you would use the ad in the magazine and subscribe to get your comics in the mail. I loved this model as a kid. I used it in addition to the comic book stores. I think it is a great model unfamiliar with dealing with the Diamond pre-order model. And the third and most important thing, if a title is successful as a single, standalone title, don’t break it by being greedy and stupid. See previous comment on POWERMAN AND IRON FIST.
All those three points come down to Marvel Comics being better managed and better run, if not, no amount of crossovers or character changes or fabricate storyline outrage, will correct Marvel Comics dwindling sales.
Here endeth the Diversity Discussion.