Last week, ComicMix commenter Alan Coil and I got into a brief discussion about what constitutes decent comic book sales. It is certainly fair for Alan to compare sales against current trends; I like to compare sales against sales potential in the marketplace.

There’s a market for comic books. This is borne out by the fact that ComicMix, much like Wizard Magazine and other venues over the past decade or so, attracts a bigger audience than the vast majority of all comics published in the United States, as measured by the number of different people who actually read the stuff. Yet despite all the success of comic book product in other media – from Iron Man to Road To Perdition – there has been little if any increase in domestic comics sales. How could this be? Herein lies a history lesson.

Forget about the never-ending über-convoluted and oft-retconed continuity. I’ve bitched about all that before, and, happily, our commenters comment consistently thereupon. To look to the root of this particular evil, we must set our WaBac Machines way back to, oh, around 1948. That’s when the comics publishers started to piss in their own soup.

In 1948, comic book publishers were sailing in dire straits. Average sales were down, the number of titles were up, rack space was getting crowded, and super-heroes weren’t selling like they used to. Clearly, that trend was winding down. Magazines such as The Saturday Evening Post and Reader’s Digest were telling parents that comic books caused juvenile delinquency and promoted homosexuality. Neighborhood candy stores and newsstands started to disappear, as did local drug stores. Bolstered by the G.I. Bill, young adults with small children were leaving for the suburbs – a mysterious land with higher-rent open air shopping strips where drug store owners couldn’t make a buck off of selling high-maintenance items for 10 cents.

Creeping Werthamism aside, comics publishers were not alone in this situation. The diminishing presence of traditional newsstands grossly affected newspaper and magazine sales across the board. Papers raised their price from three or four cents to a nickel; a substantial increase, percentage-wise. Magazines raised their prices in a similar fashion; the dime novel, which by now was 15¢, was being replaced by the 25¢ paperback book.

So what did comics publishers do? Did they follow the other publishers in raising cover price? The other publishers weren’t fighting PTAs and major magazines and, eventually, senate subcommittee hearings as they were. They felt that increasing their price to 15¢ was a bad idea. So they cut content.

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