Ah, the superheroes vs manga rivalry has returned to the blogosphere, starting with a discussion on art style but moving on to a discussion about distribution and the how the different audiences are treated. One thing I often find interesting about the topic is how it touches upon problems the comics industry has faced for decades, problems that were once acknowledged with an attitude of ‘Oh well, too bad there’s nothing that can be done about that’ and now falls on deaf, rationalizing ears that try to deny that there’s much of a problem.
To a large degree, the manga boom came about when one publisher, Tokyopop, succeeded in overcoming a number of the factors that held back comics — the way the direct market enforced the status quo, the halfhearted promotional efforts and that whole self-perpetuating cycle of ‘Girls don’t read comics because there aren’t enough comics they’d like to read./There’s not enough financial inventive to publish more than a few comics aimed at girls.’
For the big two of American comic publishers, this could have been a big opportunity to address the issues that have been slowly dragging them down — the increasing reliance on the biggest franchises and the inability to nurture new ones, marketing focused only on comics that would sell well with minimal marketing, plot points devised with marketing copy in mind over the actual story, increasingly pursuing high frequency customers. The manga boom could have been seen as a chance to break out of a downwards spiral. Unfortunately, very little that DC and Marvel has done since then has shown any understanding that manga has succeeded by correcting the comic industry’s failings.
That’s why I find the attitude that manga has stolen shelf space that rightfully belongs to Western comics to be incredibly galling. For the most part, Western comics gave up the market that is now reading manga.
Take a look at romance comics. At one point, they were one of the most popular comic genres but they faded away in the 70s. When comics writers gave the genre a post-mortem, the conclusion is typically that the genre’s weaknesses lead to its demise. Superhero comics could learn to have continuity and long-term character development and daytime soap operas could learn to incorporate action-oriented storylines and complicated mysteries, but romance comics continued to be short stories that didn’t learn lessons from its competition. ‘Romance comics can’t work in the current market’ became the consensus and, Strangers in Paradise aside (for all its faults, SiP was the only Western comic that seemed to fully get what the medium was missing and be rewarded for that insight with commercial success), the majority of attempts to revisit the romance genre were only interested in smug mockery like Vertigo’s Heart Throbs, Two Fisted Romance and Last Kiss — all titles I’ll admit to enjoying while wishing the genre could get taken seriously.
So. For decades, romance was one of the biggest genres in publishing but barely existed in comics. For the most part, that was perceived as a consequence of the genre’s failings — TV can be racier, it’s hard to be visually dramatic in a story that doesn’t include violence, there’s enough romance to be found in superhero comics. Now, however, take a look at the manga bookshelves and note the amount of shelf space titles like Nana, Happy Hustle High, Fruits Basket, Hot Gimmick and Wallflower get. Was it the genre that failed or did the comics industry fail a significant audience?
Look, too, at the long list of short lived superhero titles that would fit on a comic version of “Brilliant but Cancelled”. Most of these titles were ignored by a market apathetic to anything that’s not a well-established superhero franchise. Superheroes aren’t good enough, superheroes in a popular shared universe aren’t good enough, only the well-established franchises can sell in the Direct Market. Then take a look at Runaways, a title that struggled in the direct market (receiving those same ‘It’s a good series, it’s too bad something like this can’t do well nowadays.’ eulogies that series like Young Heroes in Love and Hard Time got) only to become a genuine hit in bookstores.
Several months ago, I wrote a post titled “Why Manga Can Be A Gateway Drug to Western Comics” that basically said that even superheroes can compete with manga if only superhero publishers considered where manga publishers deliver a more appealing product. There may be some hard lessions to learn in there, but there’s still potential for DC and Marvel not to get left eating dust.
Manga hasn’t taken away any shelf space that rightfully belongs to DC or Marvel. Those two gave up that shelf space a long time ago. It’s going to take a major change in corporate cutlure — as well as an acknowlegement of their responsibility for their current position — for either publisher to become competitive with manga.
Lose a few hours playing The N's "Hook-Up":
Big Brother 10: No need to watch, we have a winner:
Ooh, Bravo's feeling vindictive and I'm loving it...:
Beauty Pop is instantly addicting:
Ugh, just ugh:
The Rock & Roll Acid Test is just not for me:
The Discovery Channel's Smash Labs -- so bad, it could serve as a case study: