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Of Comics and MenA Cultural History of American Comic Books$
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Jean-Paul Gabilliet

Print publication date: 2009

Print ISBN-13: 9781604732672

Published to University Press of Mississippi: March 2014

DOI: 10.14325/mississippi/9781604732672.001.0001

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date: 15 January 2019

The Business of Comic Books

The Business of Comic Books

(p.134) Chapter 11 The Business of Comic Books
Of Comics and Men

Jean-Paul Gabilliet

University Press of Mississippi

For publishers, selling copies of their publications has always been more important than advancing the status of comics as an art form. This commercial concern was what made comic books a pillar of the mass periodical industry in North America until the beginning of the 1960s. Comics magazines, distributed at the start of the 1930s wherever periodicals were sold, benefited from a large-scale visibility that accounted for its initial success as well as its subsequent failure. In North America, the survival of comic books was tied to a much greater degree on their sales than on their advertising receipts. This chapter examines the business of comic books, from advertising to distribution, both traditional and direct market. It also looks at the crisis suffered by the comic book industry that began in 1993 and ended in 1996, along with the business of comic book specialty stores and their synergy with publishers.

Keywords:   comics, comic books, North America, advertising, business, distribution, direct market, specialty stores, publishers, comic book industry

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