Brian Cronin by Was Superman a Spy?

Author:Was Superman a Spy?
Language: eng
Format: mobi, epub
Publisher: Penguin Group US
Published: 0101-01-01T00:00:00+00:00

ONE INTERESTING ASPECT of the way comic books are produced nowadays is that the majority of them are sold in the “direct market”: that is, directly to the specialty stores on a nonreturnable basis. The guaranteed sale of a certain number of copies enables publishers to spend more money on the comic books. Before the direct market existed, comic book companies were forced to publish more comics than they actually sold, because retailers (mostly news-stands) were allowed to return the unsold copies. Therefore, even when sales were good (selling out 50 percent of the print run was considered good), the publishers were producing twice as many copies of any given issue than they actually sold. If it cost two cents to make a comic, it effectively cost four cents, since the company had to publish four copies to sell two (with the unsold copies simply being trashed). With this in mind, companies had to be as stingy as they possibly could, and under this system books had to be very popular for the comic company to turn a profit.

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