When I went to my friendly neighborhood comic book store last Wednesday, they offered me a free copy of DC Entertainment Graphic Novel Essential and Chronology 2014.

“No,” I said. “It will just piss me off.”

They put in my bag anyway. And it did.

If you click on the link above you get a review of last year’s edition of this book. I was not aware that this was an on-going series. Thus, I have been spared years of rage.

The volume suffers from the kind of schizophrenia common to the comics industry: it doesn’t know its audience. Is it readers of comic books? That might explain the jumbled cover, which is otherwise incoherent to someone unfamiliar with members of the Bat crew other than Batman. Is it new readers that, somehow, get past the cover and look inside? Perhaps, but once these new readers page further in than the first chapter (which is “25 Essential Graphic Novels”), the book is a confusing listing of collections from the New 52.

By the time you get to the recommendations for “All Ages,” it’s collections of stories from series that have been cancelled. I’m sure the books hold up, which is more than one can say for the New 52.

If I had to guess, I would say that the book is aimed at booksellers, particularly those who plan to attend next week’s Book Expo America . The order information in the back is for booksellers. Graphic novels remain a growth area in the book business, and DC Entertainment would be foolish to ignore a growing revenue source.

However …

Back when I worked at DC, there weren’t many people who saw bookstores as a market for our wares. Comic book stores were our primary outlets, and some thought we shouldn’t do anything that competed with our best customers. I understood this perspective, but disagreed. Comic book stores are wonderful places, but comics, especially those with good, satisfying stories, are things that bring people joy. I thought we needed to expose our books to people who didn’t know about them, and the bookstore market was the most obvious place to do so.

The graphic novel was not a new product in the 1990s. Maus, The Dark Knight Returns and Watchmen were all available and selling well. The challenge was to publish other books that would sell as well and yet still fit into the business patterns DC relied upon in terms of paying for work in advance. It was easier to publish the work serially first (as all three of the aforementioned books had been) than to spring for a fully-formed single volume.

Hence, the trade collection.

Here’s the thing: A trade collection is easy for the publisher. Just take four, or six, or eight sequential issues of a comic, put them together and bind them with a spine and – voila – it looks just like a graphic novel.

However, it doesn’t read like a novel, graphic or otherwise. There is not necessarily a beginning, a middle and an end. There is sometimes not even a clear protagonist, a person who has a character arc that leads him (or her) to a more developed character or personality. Quite often, there is so much backstory that the new reader is too confused to read past the first few pages.

Let’s compare a book like, say, The Flash volume 3: Gorilla Warfare, a book I like a great deal by a creative team I admire, and compare it to the third book in the Harry Potter series, Harry Potter and the Prisoner of Azkaban. Both books provide the reader with certain expected tropes (speed, quidditch, scary enemies) but one is much more inviting to a newbie. J. K. Rowling always alludes to the previous books in such a way that the reader can follow the characters without reading the other books in the series (although having read them makes the experience much richer). DC Entertainment? Not so much.

I can cite lots of other examples: James Bond, the 87th Precinct, even The Hardy Boys.

The point is not that books are better than comics. The point isn’t that the examples I cited are great literature. They may be (I doubt it, YMMV), but that’s not my point. My point (and I do have one) is that when a reader is looking for something to read for pleasure, to pass the time on a plane ride or on the beach or by the fire on a rainy day, that reader doesn’t necessarily want to do homework first. He or she wants to sit down and get swept away by a story.

I used to argue that, while great literature is a wonderful thing, and I was proud to be working for the company that published Sandman and Stuck Rubber Baby, we should be user-friendly. A person who walks into a bookstore, interested in this graphic novel phenomenon s/he’s heard so much about, is most likely to pick up a book that looks a little familiar. When I thought I might like mysteries, for example, I started with Chandler and Hammett, whose work I knew a bit about from the movies. Someone looking for graphic novels is likely to pick up Superman or Batman.

We should make the best damn Superman and Batman graphic novels we know how.

Most of the graphic novels in this DC Entertainment catalog fail this requirement. The Year One books are pretty good, but they are in the minority.

I’ll be curious to see how the DC reps work at Book Expo this year. Last year, I didn’t see any, subsumed as they were as part of Random House distribution. There was no signage I could see, except at the Diamond booth.

Which is all they’re going to get if they keep up this kind of marketing.

I’m a Bruce Springsteen fan, and of course Bruce taught us all how to count to four (One… One – Two – Three – Four!) So I’m pretty good at math, until I get to whatever number is past four. But the number before four is three, and that’s the number of seasons in which I haven’t been able to cross the convention floor without being stopped by somebody to ask what’s up with the new First Comics.

Here’s the bird’s-eye lowdown: I don’t have a clue. I’m not part of the effort. I never was. I did write a tribute for the 31^st anniversary edition of Warp, and I helped procure the services of Frank Brunner to draw the cover – go figure; he only drew the insides – and I fussed with my pal Rick Obadiah’s tribute piece because I enjoy fussing with Rick’s work.

But that’s it. I prefer working with publishers that actually distribute their work to the public, and that’s the question that’s most often asked of me. They sell their stuff at some conventions – Chicago’s C2E2 and, I believe, both the San Diego and New York shows and probably others. There I chat with art director Alex Wald, one of the truly gifted backroom people in the comics business and, by the way, a really nice guy, and Mary Levin and I wave and smile at each other, and that’s about it.

Yes, I co-founded First Comics along with Rick Obadiah way back when Godzilla was merely a flaming hatchling. I left the company at the end of 1985, which was prior to Godzilla’s entering adolescence. The lizard needed the room, and I gave him mine. Now he’s making stupid money off of a movie he’s barely in… but I digress. A lot.

I have no claim to the trademark and no equity in the company, which may or may not be the same company as it was when I was there. Overall, I spent more time at DC Comics and I have a similar lack of equity. This is not a problem at all.

I’m not pissed at people who assume I’m involved – actually, I’m kind of honored. But it does get annoying after the tenth or twentieth inquiry. This is why I’m employing this chunk of bandwidth to set the record straight. We’ve started the 2014 summer convention season, and I’ve committed to several more shows in addition to the three I’ve already done this season. See? I said I’m a Springsteen fan.

The really nice thing about all this is that Rick and I have resumed an old First Comics tradition (that’s the first First Comics, not to be confused with First Second Books or, for that matter, the Fifth Third Bank). The first First Comics was founded under the principle that, if you’ve got to have a business meeting, it should be over a truly great meal, and, generally, an unhealthy one at that. Rick’s a New Yorker living in the greater Chicagoland area, I’m a Chicagoan living in the greater New York area, so we get together about three or four times a year. Probably not more, but being a Springsteen fan, I have no way of knowing.

The cool part is that I turn Rick onto great Chicago restaurants, and he turns me onto great New York restaurants. All of these places involve supplication to massive platters of beef. I fully expect a PeTA picket line when I get off the commuter train.

This is a tradition that I’ve tried to port over to ComicMix. My four-color comrade Martha Thomases has been trying to get me to improve my diet – not by edict, but by example. Please do not tell her it’s slowly working. I now actually eat fruit!

I remember during my first tenure at DC in the 1970s company president Sol Harrison took me to the (now closed) Ben Benson’s steakhouse in midtown Manhattan, and publisher Jenette Kahn and I ate regularly at the fabulous Warner Communications dining room in Rockefeller Center, among other such joints. The food was fantastic.

So, in case you ever wondered – and if you have, you really need to get a life – I’m in this business for creative fulfillment, for not always having to act like an adult, for enjoying numerous great and enduring friendships… but, mostly, for the food.