Bonus Round
Posted by Don MacPherson on November 16th, 2008
Marvel Comics came under fire a couple of weeks ago when it released Astonishing X-Men: Ghost Boxes #1. Written by Warren Ellis and illustrated by Alan Davis and Adi Granov, the comic, priced at $3.99 US, featured only 16 pages worth of story, and the rest of the issue was fleshed out with “bonus material.” That material took the form of Ellis’s scripts and rough breakdowns from the artists. Fans were incensed, as the inflated cover price certainly didn’t seem merited. I bought and read the issue in question as well, and I have to agree.
The publisher’s solicitation information mentioned nothing about the limited nature of the story pages. The issue’s solicitation information — still live on Marvel’s website — is not only silent on the limited story pages but also lists the artists as Davis and Frank Cho.
Marvel’s not the only super-hero publisher to lead its readers astray about the real nature of a higher-priced spin-off comic. Last week, DC released JSA Kingdom Come Special: Superman. I picked it up as well, and there were two things about the comic that I found surprising. The first was the lack of a stronger promotional effort from the publisher for a one-shot written and illustrated by Alex Ross, following up on his landmark Kingdom Come series of 1996. The second surprise was the fact that despite the 48 pages and $3.99 US cover price, the issue wasn’t filled to the brim with Ross story and artwork (plus ads, of course).
Like Ghost Boxes #1, this one-shot features numerous pages on the creative process. Featuring roughs, photo references, notes and commentary from Ross, the “bonus material” takes up 12 pages. Again, like Ghost Boxes #1, DC’s solicitation copy mentioned nothing about padding the book out with sketches and story commentary.
Of course, it’s likely that Diamond Comic Distributors will make these comics returnable since their contents don’t match up with the information upon which retailers based their orders. But returnability is something for the retailers, not the readers. Sure, some kind-hearted comic-shop clerks and managers might allow returns, but either way, it’s money out of their pockets.
When a retailer returns a comic, he or she only gets the discounted price back, not the cover price. A retailer may be able to recoup his wholesale cost for a particular issue, but he or she can’t make up the lost sales, real or potential. Furthermore, Diamond sometimes asks retailers to cover the shipping costs to return some items.
Personally, I’ve always enjoyed getting a look at the creative process. I love to pay attention to the man behind the curtain. And there have been comics and collected editions that included such material in the past, and I’ve appreciated those glimpses behind the scenes. The first time I remember enjoying such bonus material was probably when I read the Sandman: Dream Country trade paperback; writer Neil Gaiman’s script for “Calliope” was included, and I was mesmerized.
The thing is, when I have enjoyed such extras, they were extras, or at least seemed that way. When one thinks of bonus material, the “bonus” would seem to suggest it’s included for added value, not for a premium.
November 17th, 2008 at 1:16 pm
I have all but abandoned single issues of comics, and this is one of the reasons: decreased value of product vs. price. I already thought that $2.99 was too steep for a single comic and adjusted my single issue purchases accordingly. Now I only get one-shots/specials that interest me or first issues for sampling purposes, but only if they are either $2.99 for a regular-length book or $3.99 for an extra-sized book.
However, if the trend is to have a regular-sized comic disguised as a double-or-extra-sized comic with padding, I’ll cut out even the small amount of singles I get now. It’s just ridiculous, not to mention dishonest, for them to make no mention of the “extra” material in the solicitations.
Bring on the original graphic novel revolution!! Down with the single issues unless they can somehow bring their value back.
November 17th, 2008 at 2:48 pm
What gets me about Ghost Boxes is that I’d be complaining about it if it were just $2.99 but 16 pages of story for $3.99 is ridiculous.
I took a pass on Ghost Boxes because of the price but I skipped the Ross Superman special because I just don’t think he’s much of a writer and his best work has always been a collaboration with a strong writer (Busiek, Waid, or Dini). Unfortunately, his status rose high enough in the 90s that publishers seemed willing to publish anything he could dream up. It’s been a loooooong time since any of his projects have interested me. The Superman special looked pretty but I’ve given up on Ross as a storyteller. Pair him with a good writer if you want to get my money.
November 17th, 2008 at 7:13 pm
I have not given up on the single-issue comics, just most of Marvel and DC single issue comics. I feel I get more bang for my buck from Dark Horse, Image, Dynamite Entertainment and other small publishers, without all the crossover/continuity baggage.
If there was a great arc from the big two, it will be collected. I have been buying more of the collected hardcovers from both, with the discount I receive from pre-order, it is cheaper than $3.99 per copy. (From the editor: I think he means “per issue.”)
$3.99 for 16 pages will drive away the “sheep”. This is unfortunate, since I think we are in a period of great storytelling.
November 17th, 2008 at 7:56 pm
Everybody please keep buying the singles of The Boys, Invincible and The Walking Dead. I would die if they got canceled.
You want to feel ripped off? Buy an issue of Powers for $3.99 price tag. Powers used to be so filled with story that it’d overflow onto the back cover. Now you get a reprinted interview with Bendis, three pages of a running-on-empty letter column and ads o’plenty. I love this book and won’t drop it, but it’s a fall from grace.
November 17th, 2008 at 11:33 pm
Yeah, I got roped into buying Ghost Boxes, too. I wasn’t upset, because ultimately I pulled the trigger and threw it on the stack. I was more surprised that Marvel, who seem to usually give their readers a lot of credit, would think that they could slip this past a fans as eagle-eyed and irritable (come on, you know we are) as those who read comic books.
November 18th, 2008 at 3:26 am
25 cents for each page of story isn’t exactly a good deal, is it? Marvel continues to take advantage of its die-hards every chance it gets (alternate monkey covers, anyone?), and if DC’s base ran as deep it’d probably do the same thing. Imagine the new Bond flick went straight to DVD with a $39.99 cover price and a half-hour less running time. Even worse, imagine reading Whedon’s run on Astonishing X-Men in trade form was someone’s first exposure to comics and they picked up Ghost Boxes as their first floppy.
November 18th, 2008 at 1:24 pm
In addition to the higher price, I skipped Ghost Boxes because I thought it was silly to have yet another Wolvie spin-off using somethign that Ellis should have just kept in the Astonishing title. He’s only like two issues into that run or something and already spinning minis off? Whatever. How about he concentrates on just getting Astonishing out on time…
November 18th, 2008 at 5:45 pm
Justin wrote:
In addition to the higher price, I skipped Ghost Boxes because I thought it was silly to have yet another Wolvie spin-off using somethign that Ellis should have just kept in the Astonishing title.
To be fair, Ghost Boxes isn’t a Wolverine spinoff. He’s just the only character on the cover.
How about he concentrates on just getting Astonishing out on time…
As I understand it, the delays between issues of the Ellis issues of Astonishing X-Men stems from Simone Bianchi’s slower pace.
November 19th, 2008 at 12:19 pm
Don wrote:
But returnability is something for the retailers, not the readers.
While that’s true as customers it’s up to us to check out the product before we buy it. We have that option where the stores do not.
When a one-shot comes out I flip through it in the store. I’ve skipped most of Marvel’s recent “giants” because they were nine pages of new story and a bunch of reprint filler. It’s the success of the giants and other books that are light on new content that lets Marvel think this was a viable option.
November 19th, 2008 at 3:23 pm
Alan wrote (re: returnability):
While that’s true as customers it’s up to us to check out the product before we buy it. We have that option where the stores do not.
Well, it’s not quite so cut and dried, I suppose. Many regular comics readers have standing accounts with retailers, and many would interpret such orders as commitments to purchase those items from the retailer. I know I do.
Of course, those commitments are made, sometimes, on the basis of advance information/solicits, so yes, in such a circumstance, the customer should be able to tell his or her retailer s/he doesn’t want the item as it wasn’t as advertised.
However, regarding Marvel’s recent one-shots that include a couple or a few reprinted stories, Marvel’s solicits for those specials have been forthcoming about the reprints that accompany the new material.
November 19th, 2008 at 7:50 pm
Has Marvel not commented anywhere on this yet? Surely someone’s asked over at Brevoort’s blog or – hey, somewhere.
November 21st, 2008 at 12:24 am
You people REALLY aren’t a-gonna be happy when ALL Marvel’s books jump to $3.99.
But I’m sure the amazing artists, careful writing, on-time delivery and accurate solicts will keep the loyal boys and girls marching back.
Somebody’s gotta pay for “that” kind of quality.
Yeah. Right.
November 21st, 2008 at 12:41 am
Kirth wrote:
You people REALLY aren’t a-gonna be happy when ALL Marvel’s books jump to $3.99.
What are you talking about?
Reaction seems to have been uniformly opposed to the higher price point.
Kirth, you need to realize that your tone of voice doesn’t come through in your posts. Consequently, neither does your point.
November 24th, 2008 at 4:01 am
I think “sarcasm” was the intended voice. My “point”, such as it stands, most likely evokes some detched sense of irony that mirrors the inevitable, ceaseless Entropy of the Universe.
Entropy = the thing which is working it’s mojo on the comic-book industry.
I won’t buy comic books at $2.99, so the price jump is a moot point as far as I’m concerned.