With the dozens upon dozens of ongoing monthly comic book titles that have been canceled in recent years, it’s a wonder why the Big 2 still pursue that as a business model for new titles (old titles have the staying power of time behind them, so they’re exempt from this rant).
Here’s my trouble with releasing an ongoing series before the market has been primed: it’s hype. Period. They want to hype something that’s going to “last forever, so get on it in issue #1.” It’s BS.
I get wanting to release a new title to expand your listing on Comixology (or bookstore shelves…if those still exist by the time you read this). But this practice demonstrates short-term thinking on the part of the executives and creative directors. “Get the numbers up this quarter, we’ll worry about next year when it comes around. Besides, we’ve got 14 big crossover events ready to launch between now and then, anyway. Ka-ching!”
N0w, you know me. I don’t like to complain about a problem unless I can provide a solution. Fortunately, I come from an era (the 90’s) that saw a fairly stable Big 2, while many other companies struggled to maintain ongoing titles beyond their flagships (like the Big 2 right now).
Embrace the Mini-Series
Remember those 3-9 issue story arcs that used to be used to test the viability of a new line? They’re still around, but the lines they produce don’t seem to have any staying power.
Here are a few titles that did it right.
That last one is of special note. Anyone remember Fathom when it first released?
At the time, it felt like Fathom broke the mold. A new series, from the late and great Michael Turner, that was never meant to be an ongoing series.
In fact, all of these were marketed as a limited series. You know what they all share? Damn compelling stories! Did they sell super well? I honestly have no idea. But that’s shallow thinking. Here’s why.
They Created Loyalty
There’s a saying in marketing that it’s better to go deep (long-term thinking) than wide (short-term thinking). The difference is in how you treat your customer. Deep thinking engages with them one-on-one (or as close to it as possible), recognizing that they (not your Wizard Mag. or Facebook CPM ads) are the ones who will grow your brand by talking about it. Wide thinking is the “get a billion people to see your Twitter post” marketing scams. Without the deep connection, the people looking are not going to convert long-term, they just want to see the immediate spectacle – and have been given no personal reason to stick around.
Here’s what those mini-series did:
When Marvel saw that Gambit was a hit with fans, this solidified their loyalty within the X-verse. People (like me) tuned into X-comics that heavily featured Gambit. But, he wasn’t as big a hit as Wolverine, and thus didn’t deserve an ongoing title. But his mini-series scratched an itch with fans (brand loyalty) and helped enrich and already slammin’ ongoing title (X-Men, Vol. 2).
Some people today fail to see Gambits appeal. But, let’s be honest, most of his more recent mini-series are pretty terrible in comparison to him taking on the Assassin’s Guild in New Orleans. (Maybe some of the new generation should look a little further back on Comixology to learn why Gambit is so beloved by so many. YMMV, though, as all of this is subjective.)
Personally, I credit Deadpool’s current popularity all the way back to this title. Before this title, he was a token ninja with a healing factor. He also wasn’t anywhere near as insane as he’s portrayed now. He was someone who couldn’t die, and so looked at life as something to laugh at. (I like both versions, really, but it’s important to note where he came from.)
After this mini-series, we started seeing more and more Deadpool in our comics, but it was still some time before he got his own ongoing title. But in that decade or so between, Marvel was building incredible brand loyalty for the character, starting with this mini-series.
The Fathom Lines
The first Fathom series (1-9) established a comic line, with multiple spin-offs, that is still going strong to this day (often in mini-series format). Hell, this one is potentially the best of the bunch because it launched an entire comics imprint (Aspen Comics), named for the main character of the Fathom comic.
And that brand allowed a truly incredible 4-part mini-series, Fathom: Dawn of War, to become a deserved hit. It’s my belief that Dawn of War wouldn’t have achieved the reception that it did if it wasn’t for Fathom‘s success. And Kiara, the star of Dawn of War, has gone on to lead multiple titles of her own since that time.
What Do You Think?
Should comics, and comic franchises in general (movies, TV, etc.), start being more responsible with how they market their comics? Should we see an “ongoing” series restart from the same title so many times (how many #1’s has Marvel put out this year)?
In fact, should the TV properties do the same? Agents of SHIELD, The Flash, Arrow, and Supergirl are all going pretty strong (deserved of the “ongoing” title). But while Daredevil was groundbreaking, the second season was less so – it felt to me like two mini-series (Punisher’s origin and Elektra’s origin; awesome as they were) smashed together. I would have preferred to have them as their own standalone mini-series shows (with Daredevil co-starring). This one is less cut and dry, however, as a movie could be seen as a “mini-series” of a kind, and Netflix is a more complicated animal than comics and appointment TV.
Anyway, I’ve beat this horse enough. What are your thoughts on the matter?