Brian Hibbs Interview

Originally published September of 2001. The follow up part was published a month later. What was interesting about this interview is that not too long after it Brian Hibbs would sue Marvel Comics for their refusal to accept returns on late or significantly altered books, as per Marvel’s own legally binding Terms of Service said they would do. Marvel settled the case out of court by giving comic shops credit for those books, which retailers were very thankful of. Shortly after that Brian was one of the founding members of ComicsPro, a trade organization for direct market comic shops.


An Interview With Brian Hibbs

Brian Hibbs is a very active comic retailer who owns a comic store called Comix Experience in San Francisco. Lately, he has been responding to public comments by both Editor in Chief Joe Quesada and President of Marvel Publishing Bill Jemas. Recently, Bill Jemas had an interview with in which he gave a number of surprising answers to questions concerning how stores should display comics, the price of Marvel vs. DC books, how quickly Marvel books sell and the very controversial no-overprint policy. In this interview, Brian responds to some of those statements by Bill Jemas and also talks about other topics concerning the industry.


Jamie: Tell us about your experience in comics. How long have you been a retailer, what’s your store like and what else you do in the industry?

Brian Hibbs: Comix Experience has been around for 12 years now. Opened April Fools day in 1989, but I’ve worked in comic retail for 16 years, something like that. I worked in another store before I opened my own. I’ve also done a little work in distribution, the only thing I haven’t done is publishing, actually. What’s the store like? We’re primarily a bookstore oriented comic shop. Trade paperbacks and Graphic Novels are our focus. We’ve been nominated and won national and local awards for excellence, that kind of thing.


Jamie: What’s different from your store than typical comic stores, I understand you are different in how you rack things?

Brian Hibbs: Yeah, we do genre racking and things like that, but I don’t know what a “typical” comic shop really is. Even among the stores that I would consider my peers and who run excellent comic shops, I don’t think any of us do things the same ways or stock things the same ways. It’s one of the things I like about the comics business, actually.


Jamie: Variety eh?

Brian Hibbs: Yeah, exactly. We’re really focused on reading. I guess the biggest difference I can say between us and the “average” store, we simply don’t allow speculation of any kind. You’re not allowed to buy more than two copies of any comic from us unless you tell us in advance that you want it. We’re completely focused on reading. That’s why we’re trade paperback and graphic novel oriented because I tend to think that’s a superior format for the reader, rather than a collector.


Jamie: I understand you also have a column?

Brian Hibbs: Yeah I write a… well, it’s not a monthly column anymore. It was monthly for many years there, about 8 years, in Comics and Games Retailer Magazine published by Krause Publications (the people that do Comics Buyers Guide). And yeah, I’ve written a hundred and six of them so far, about a third of them are up on our website if your readers want to check them out.


Jamie: That’s at right?

Brian Hibbs: Right.


Jamie: Are you in touch with a lot of retailers around North America?

Brian Hibbs: Yeah I like to think so, at least (laughter). Most of them are my friends and then there’s also things like some Robert Scott’s Forum on Delphi, which is a message board just for comic retailers, every day. There’s lots of threads going on back and forth there.


Jamie: Okay, we’re going to come up to Bill Jemas here. One of the things he mentioned in that Grayhaven interview was that he never read a comic book prior to becoming President of Marvel Publishing. Do you think that is a good or a bad thing?

Brian Hibbs: I tend to think it’s probably a bad thing. Comics is a very idiosyncratic business. We’re not like virtually any other business you can name. The things that work well in the comics field wouldn’t work well in other fields. I talk to a lot of other retailers who aren’t comic retailers and I tell them some of the ways our business works and they go “WhuuuHuh?” (laughter). They don’t get it, you know? But on the other side, I don’t think there is anything necessarily wrong with having an outsider’s perspective as long as you’re perceptive to the way the business actually works. Jemas, I understand, comes from Sports Cards and my perception has been that he is doing any number of steps that are appropriate for the sports card business but I don’t believe are very appropriate at all for the comic book business.


Jamie: One other comment that Jemas made was, “The simple fact is that the vast majority of retailers are doing very well with Marvel and are pleased with our current policies.” Do you agree with this?

Brian Hibbs: I would agree with the former part of the statement, I would very strongly disagree with the latter part. Certainly the retailers I speak to, I’d say only a third or less of them are “pleased” with the policies. Yeah sure, we’re selling more Marvel Comics but that’s a function of the fact that Marvel Comics are good and readable right now, not lack of stock availability. There was a long, long, long period…10 years…when they were just horrible tripe that nobody wanted (laughter). And now they’ve got really good creative teams on them, strong editorial directions. Of course the sales are going to be up in that context, but that doesn’t mean the policies to sell those comics to the retailers are necessarily wise or smart ones.


Jamie: Something else Jemas pointed out was that he thought the industry’s problems mainly stemmed from bad books. Do you think it was just bad books that hurt the industry for all those years?

Brian Hibbs: No, not at all. There’s bad books, bad stores, escalating price points, late shipping, inconsistent creators — all of these things play into it equally, I think. I don’t think you really can go, “Oh, it’s just bad comics.” Certainly looking at the sales charts, quality is not always a one-to-one relationship to sales. I’m sure you and I can both name any number of books that are excellent, superb comic books that just don’t sell very well in the average comic shop. I think that a lot of the problem is that most of the retailers do not appear to be stocking the wide range of material that would appeal to a wide range of people. They tend to focus primarily on the collectors and superhero completists. That’s certainly how this business, the direct market, evolved. I would tend to think bad stores are just as equal in the equation as bad content.

The real problem with the comics industry, as it stands at this moment, is there are simply not enough venues for you to buy comics in. There’s what? Three and a half thousand comic shops across this whole country? That’s really not very many at all, and more than that, the majority of them are concentrated in the big cities. There’s whole stretches of the country where you can go a hundred miles and there’s not a comic shop anywhere. Certainly there would be people interested in reading comics in those markets that aren’t being properly served. Even worse though, and this is going to sound a little arrogant and one thing I don’t like about interviews is you can’t see that I’m smiling when I say this, but about a year ago I did a tour of all the stores in San Francisco and went around looking at each one. I was looking for ideas mostly cause good retailers always learn from each other. But I realized that I don’t really have any “competition” in comic shops around San Francisco. Most of the stores here sell DC, Marvel and Image and that’s that, and that’s all they sell. They are much more focused on collectors only, and the stores remain small I believe because of that. Nobody in San Francisco has anywhere near the trade paperback selection that we do, except for Virgin. They’re the only ones that I would call my “competition” and they’re a media store or whatever. You don’t think of them as a place to go buy comic books, necessarily.

So I think the largest part of the problem is that there’s not enough good quality retailers out there. If someone does have an interest in comics that’s spurred by a movie or something else outside of comics, they’re probably not going to find what they want, in an environment that they want to shop in, because the direct market simply doesn’t have enough stores to give that to them. Outside of the direct market, you’re getting more and more venues that are beginning to carry graphic novels and trades, presented in a way that will appeal to people who aren’t interested in walking into a comic book shop every seven days to see what’s new that week. But again, I still think that it’s difficult if you’re a potential new consumer to just find a place to buy comics. When I was a kid growing up in New York, every little corner store had a rack of comics. That’s how I got into comics and everybody I know got into comics. We’ve lost the feeder mechanism to bring people into the marketplace, which is just a terrible shame.


Jamie: What sort of feeder mechanism should replace the one that we lost?

Brian Hibbs: Well, I think one of the problems is there is not enough of an incentive for new people to be opening comic shops. We also need the newsstands, there’s no doubt about it. In fact, I would be happy if newsstands went back to being 80-90% of comic sales, I don’t think that’s necessarily a bad thing at all. I don’t know that’s going to happen because the amount of money a non-comics store can make off comics, seems to be generally limited in terms of periodicals. In terms of the perennial, the paperback, I mean obviously every bookstore in America should be carrying comics, some have done very, very well with them. In terms of the direct market, the main thing is to provide more incentives and a better business climate to which to show new entrepreneurs that it is possible to actually make money, to be successful selling comic books. I easily think we could double the number of comic book shops in this country and we wouldn’t even come close to meeting the demand that’s out there. And I think unfortunately, a lot of mechanisms in this business are really not geared towards making retailers any money. I do pretty well running a comic book shop, I’m not rich or anything. I don’t think there is a rich comic book retailer in this country (laughter). But certainly, if people are willing to work hard and really have a passion and desire for the form, it’s a business I would absolutely encourage people to jump into.


Jamie: Bill Jemas thinks that the most successful comic shops are the ones that carry the most Marvel Comics. Do you agree?

Brian Hibbs: Well, pretty clearly not (laughter).


Jamie: No?

Brian Hibbs: As far as I am aware, as of my last conversation with Diamond on the subject, I am the largest single comic account in San Francisco. San Francisco is one of the largest markets for comics in the country, and Marvel is a fairly low proportion of my business. Marvel is certainly an important publisher, is certainly a publisher that you shouldn’t go, “Agghh… I don’t want this,” but to say that you can not be successful, which is certainly the implication there, without Marvel Comics, is an utter fallacy.


Jamie: What do you think the most successful comic shops carry, then?

Brian Hibbs: The most successful comic shops carry a wide and diverse range of material that appeals to both their regular ongoing customers, and to civilians as well. Regardless of who publishes that material.


Jamie: Okay. Here is another quote from Bill Jemas from the same interview. It says, “On average, Marvel Comics sell more than twice as fast as a DC book and nearly 3 times as fast as an Image book and – are you ready – Over 10 times faster than the average indy book.” Has this been true in your experience?

Brian Hibbs: No, and I don’t even know where those numbers come from. I saw that and tried to figure out exactly what he was talking about. I think he was talking about average print runs. The problem is, when you’re looking at average print runs in the direct market, what is reported is initial orders only. For example, he said “twice a DC book.” Yeah, that’s probably true if you count all the newsstand-oriented comics DC does. Like the children books, which sell you know, ten thousand or less copies in the direct market because they’re not really geared to the direct market, they’re geared outside the direct market. So you’re really comparing apples and oranges in that case. Certainly in my experience if you believe in a book as a retailer and you are honest and straightforward with your customers, the customers could not care less who publishes that comic book. It makes no difference whatsoever, you know? Do they say, “I want to see a movie tonight and I’m going to see a Warner Brothers movie?” No, they go see a movie they want to see, with stars they want to see in it, by directors they enjoy or possibly even the screen writer that they think is a good one. That… it’s just a silly statement on so many levels I don’t even know exactly how to address it (laughter). I can say that yeah, it doesn’t come out very often, but a book like Eightball we sell probably 2:1, 3:1 on our average Marvel Comic sale. But again, that’s not really comparing apples to apples which is the problem of doing comparative analysis in such a flippant manner.


Jamie: Regarding Marvels no-overprinting policy. They say it saves them money and helps the comic industry in a number of ways. I take it you disagree with this?

Brian Hibbs: Well, I don’t know if I disagree with whether it saves them money or not because I don’t have access to their accounting, but I don’t think it serves the comic industry in any particular way at all, no. The direct market was primarily based originally around back issues. The average comic shop had a difficult time getting new comics and it was primarily selling old back issue comics. Most retailers would stock specifically for back issues. In the store I worked at before opening Comix Experience, we would order another case for the warehouse on certain books. Because we knew over time we’d sell them, that just made financial sense. Now of course, comics were only 75 cents then so our unit costs were, oh 35 cents, something like that. So you can stock a whole lot more in that case when the unit costs were so low and the majority of your business is based around the back stock. But that changed. The market completely changed as prices went higher, people stopped buying back issues by-and- large. Or at least they stopped casually buying back issues. It used to be that someone would come into my store with 5 dollars and they spent 3 dollars on new comics, getting a few new comics or whatever, then they’d have 2 bucks left and they’d spend that on back issues, just to fill out a run. As prices escalated, that same 5 dollars only bought you one or two new comic books and people could no longer afford to keep up on all the new books that they wanted, let alone buying any back issues.

So, the tenor of ordering properly meant that the retailer had to become much more conservative in their ordering because there isn’t an automatic pipeline anymore to sell those comics that come off the stands. What I found over the last 6 or 7 years, lets say, if I do not sell the average comic book in the first 30 to 90 days, it does not sell. If I order 20 copies of something and I only sell 18 of them, I will probably not sell the remaining two copies any time in the near future. It may take 3 or 4 or 5 years. So when you look at the business from that point of view, from a historical here-is-where-we-came-from-and-why-are-circulation- numbers-dropping-so-much POV it suddenly doesn’t make any sense for a comic book retailer buying non-returnably to over-stock their store. Certainly an awful lot of stores went out of business in the 90’s because they were drowning in overstock. Some of the best stores in the country nearly went out of the business during the 90’s because their inventory went out of control. Thankfully, these guys figured it out and have reduced their extreme exposure. A no-overprint situation means all the burden is put on ordering and selling that book up-front the first time, even if you don’t have any appropriate information to do so.

I’ll give you an example. Prior to the relaunch with Grant Morrison on X-Men we hadn’t sold, um… lets say 70 copies, max, of any issue of X-Men in like the 5 year period proceeding that. On a Grant Morrison book, I’m pretty sure we never sold more than a 100 copies at any point. Same thing with a Frank Quietly book. So I looked at that, thought, “This book is going to be big and I’m going to order… what the hell, I’m going to order 125 copies, let’s do it.” That, I think, is showing confidence in it. And I sold out of those in two days. Now, I probably could have sold 200, I could have sold 250, I could have sold 300 copies. Who knows? But because there weren’t any re-orders available, I wasn’t able to find out and customers went without that comic book. Now I more than doubled what the previous month of X-Men was and I sold out in two days. I couldn’t get any more. I don’t see how that can be a good policy, by any means.

I suppose Jemas would argue the reason that I sold out so fast was because people thought it would be short printed or something, but I certainly don’t think so. This is certainly not information that we’ve been making a big push of in our store. I think it was just the right book at the right time. But it under-performed to what it could do. You look at something like Green Arrow where we again ordered very strong, we sold out instantly, we called up and DC had some more for us. And when they ran out of those they went and printed up some more…and they printed some more…and they printed some more a fourth time. Green Arrow is my best selling DC comic right now, at least superhero-wise. And that’s precisely because I could keep going back and getting more copies, and more copies, and more copies each time. And of course I learned to increase my order the next time. Going back to X-Men, I saw how fast the first one sold out and I put in an advance re-order for the second one and took it up to 200 copies. The book finally comes in, it’s 5 weeks late, which doesn’t help anything and I sold 125 copies. I got 75 copies sitting there that I’m not going to sell anytime soon. I just took a bath on that book. I just lost money on the second issue of X-Men because I couldn’t get any more of the first one! When you look at it in those terms, I don’t see how I’m not doing everything exactly as I’m supposed to. I’m showing, in fact, statistically more support for a publisher, Marvel Comics, than the average quote, unquote comic shop. The average comic shop went up by about 40% and I went up a 100%. I think that gives me a bit of justification in saying that no, this is not a good policy. You cost yourself sales, you cost me sales, you cost Grant Morrison, you cost the distributors money, I don’t see how anybody is going to be happy with that situation.
The thing is, overprinting isn’t as expensive as Bill would like people to believe.


Jamie: Or Joe Quesada?

Brian Hibbs: Well, with him too, I guess.


Jamie: I know you had a public back and forth with him on Newsarama about this as well.

Brian Hibbs: Absolutely. The thing is, that when you do an analysis of what it costs you to print a comic book, your initial costs are amortized against your initial print run. So if it costs you X dollars to print, X dollars for talent, and X dollars to ship it out, X dollars for the retailers, then your profit or loss comes out of your initial orders. To flip the switch and have the printers run off another 5,000 copies is costing virtually nothing, it’s costing them 10 or 15 cents a book. You don’t amortize the entire cost back against the increased print run, you see what I’m saying? In other words, instead of costing me $3,000 to print 10,000 copies, if I print 11,000 it’s costing me $3,100. There is a hundred dollar difference there, for the “extra” 1000 copies. It costs you far less to print the “extras” than it does to print the initial run.

So, from any point of view, running an overprint is a very economical and profitable thing. The last statistic I saw from several different publishers was that they only had to sell 1 out of 5 of those overprinted copies to make a profit. As long as you sell 20% of it that’s okay, you can throw the other 80% of it away and you still made more money than you would have made otherwise. So, I definitely don’t think it’s a good plan at all.


Jamie: I noticed in the memo that Marvel sent to retailers regarding the no-overprint policy, they mentioned that some of the books found their way into the black market. Did you ever have a problem with that?

Brian Hibbs: No, I haven’t. I seem to think that is much more of an east coast thing because they print them up there, right in Montreal. Right close to the border. And that’s where copies are going through. I know there is… I don’t want to say which retailer it is… but there is one retailer in Montreal who says it was and sometimes continues to be, a massive problem for them. Boxes falling off the truck, or whatever. But I don’t see that as an issue with overprinting per se, certainly the same thing can happen even if you’re not overprinting.


Jamie: More of a security issue.

Brian Hibbs: Exactly.


Jamie: There are several other things they said in that memo that I know you disagreed with in the past, I guess I’ll get you to comment on them publicly. They say they kept their prices at $2.25 while DC raised them to $2.50.

Brian Hibbs: Well, that’s demonstrably not so. At the time when they made that statement, if you went in and compared Marvel’s list of comics vs. DC’s list of comics, most of DC’s books were still $2.25. DC has any number of $1.99 books to try and act as feeder books. I mean mathematically, at the time, it was not so. But still Marvel prices a lot of books at $2.99 and $2.50 constantly. So I don’t know… I mean… statements like that makes me wonder about the press sometimes, that they just run a statement like that without even going and checking if it was true or not (laughter). When someone makes a statement you should go and fact- check it, before you print it as fact y’know? But that’s just me, I suppose.


Jamie: Marvel says as a result of their no overprint policy, they’ve been able to build an inventory of trade paper backs and keep them in print. But I’ve heard Marvel has been having some troubles keeping trade paper backs in print.

Brian Hibbs: Yes, Marvel has been pretty damn bad about keeping trade paperbacks in print. But again, you have to look at the right way of doing the business model on this. You don’t just print for your initial orders and plus an overage to cover for the next couple of months. It doesn’t make any sense to do that. It makes a lot more sense to print a 1 or 2 or 3 or 4 year supply of the books because your unit costs are going to be that much lower. If you go back to press on another 3 to 5 thousand copies or whatever those numbers they are printing on, it costs you so much more than if you increase your print run to 10 to 15 thousand, if you see what I mean. It doesn’t make any mathematical sense. Now, if the argument is by not overprinting single comics then we can afford to print more trade paperbacks, that seems to me to be a fallacious argument on the face of it. Look at the disparity of the cover prices on those. As I say, when it costs oh.. lets say 15 cents to print off an extra copy of a periodical comic book on a 15 dollar paperback you’re looking more at a 2 to 3 dollar cost, lets say. My numbers may be a little off there but you would have to be overprinting by a really, really, really enormous margin to even come close to the math on that working out. Again, the problem is that Marvel has been doing a pretty bad job of keeping trade paperbacks in print, in stock and available. I mean, right now you can’t buy Marvels, the Kurt Busiek-Alex Ross book. That, if anything, is a perfect thing to hand to someone that hasn’t read comics in a long time, and to get them excited about superheroes and Marvel superheroes, in particular. It’s the namesake book of the line and it hasn’t been in print for something like 4 or 5 months! That, to me, is just absurd (laughter).


Jamie: A number of people think the no-overprint policy is mainly designed to enhance the collectability of a sold out comic. Does this help you at all?

Brian Hibbs: I don’t think it helps anyone, really. Look, comics are collectible because of supply and demand. Placing an artificial ceiling on the supply is… well, I think it is manipulative to the marketplace. I was always taught that the market itself should decide what is collectible and what is not.

Why would a publisher be in the business of trying to manufacture collectibles? They don’t see any money from that. Marvel doesn’t get a piece of E-Bay action. If the logic is, “This makes the initial orders higher”, well, I really challenge that. Morrison’s first issue of X- Men took a 40% leap (though the numbers went back down by the third one to only 20% above pre-Morrison numbers). I see that more of a function of the talent involved, rather than any false limitation of the print run. Besides, if it really was working then why are the Ultimates all down, across the board, from April to August? Spidey dropped 4%, X- Men 6% and Team-Up a staggering 22%. That wouldn’t be happening if they were truly collectible.

One other thing to take into account, is that Marvel’s plan seems to be to TPB their best-selling books as soon as humanly possible. Often before 30 days has passed since the last single issue. Now historically, TPB release of material deflates and softens the collectible value of the original issues.


Jamie: They also mention posting sold out comics on their webpage as a positive thing, do you think that’s good?

Brian Hibbs: Sure, why not? I don’t know that I believe that the experience of reading a comic on the web, especially one with the kind of pop- up pages the Marvels have, is even remotely the same as reading a printed comic, but anything that exposes our material to potential new customers is probably a good thing.

What I’m curious about is whether or not it actually helps drive sales. Like how many hits they get, and if they can point to any information that it is actually moving more units. Reading the sales charts, no, I don’t think it does. At least in no measurable way.


Jamie: Marvel has also been focusing on movies, hoping that they’ll increase the sales of their comics. In your experience, does comic movies help the sales of comic books?

Brian Hibbs: Virtually never, outside of a quick aberrational blip. What it can possibly do is translate to a greater awareness of a character or a concept in general… but it doesn’t appear to sell any more comic books. A quick look at the historical sales charts will confirm that.

There are certain exceptions, of course: Ghost World has had a significant impact on sales of that TPB. Our unit sales in that case have increased tenfold over what they were before the film. But that’s a rare exception.


Jamie: Bill Jemas seems real big on promoting the Ultimate, especially Ultimate Spider-Man as a good starting on point for new comic readers.

Brian Hibbs: It is a reasonable one. The story is well crafted, clear and easy to follow, and gives a good starting point for someone interested in super-hero comics. The thing is, the average non-comics reader isn’t particularly interested in reading super-hero comics. You’re much better off handing them a Ghost World, or a Maus, something that more accurately speaks to real experiences in their lives. Having said that, sure, I could think of far worse “entry points.”


Jamie: Including female readers?

Brian Hibbs: People are people, regardless of their sex. All things considered though, I’d hand a new female reader Ghost World, I think, over Spider-Man. The only real female roles in Spidey are “wife” and “girlfriend.”


Jamie: Jemas recommends Marvel-hating indy fans to read Elektra as a date comic. Think that’ll work?

Brian Hibbs: I’m not sure that Elektra is even remotely “indy flavored” (whatever that might mean). It is a decent enough comic, but within the Marvel line, I think I’d give an “indy fan” Morrison’s X-Men, or maybe X-Force by Milligan and Allred. Those seem to me, to be closer to that sensibility.

One thing though, and this is coming from a store where we sell as many “indy” comics as we do “mainstream”… the customers aren’t really that separate. It is very, very, very common for the cat who buys JLA or X-Men to also pick up a copy of Peepshow or Eightball or whatever.


Jamie: What books would you recommend as beginner books for males and females?

Brian Hibbs: More things than I could cover in an interview! I’d say it depends on who exactly that customer is. One of the tricks you learn in retail is finding out what a person’s interests are, and then matching a book to that. Comics are wide and diverse enough that I’m pretty confident I have something for anyone who walks in the door. Our massive and continued growth, strikingly above industry norms, should justify that statement.


Jamie: Marvel has recently announced an incentive for their TPB line. Saying, if retailers order 14 of their 16 TPB, you’ll get an additional discount going by the amount of books you order. An example being if you order two of each, you get an extra 2% discount. Is this an incentive that most retailers can actually use?

Brian Hibbs: Sure, I think so. The nice thing about this plan is they’ve set their quantities fairly low. That extra 2% comes with only 2 copies bought, and that is, I think, a good tool to use to get the average store to actually stock TPBs in the first place. The only problem with the plan is that they’re mixing in reprints of OP titles into that mix… a few of which had a low enough sales velocity in the first place to go Out of Print.

But anything that encourages more retailers to get into the book side of things is, I think, a very fine idea. TPB sales are the engine that is driving my business, and are a much better business model than non-returnable periodical comics. The reason for this is Just-In- Time ordering. Rather than investing real heavily on untested “floppy” comics, you can stock and restock the periodical. Well, assuming the publisher actually has them available, that is.

When you’re establishing yourself and sell two copies of Watchmen every month, when you sell one of those copies you can order another one. You’re only out of anything for a week, at maximum, at any time and your constantly turning over your cash flow in a real respectful way. This is a good business model.


Jamie: Now there were some things that Jemas said that seem to be positive, progressive things like he thinks comics stores should be racking by content rather than alphabetically.

Brian Hibbs: Oh absolutely. We’ve done that for years. Now having said that, some of the smartest retailers in the business vehemently disagree with that. I know Jim Hanley really strongly believes he gets much, much, much more great sales out of racking alphabetically. And I believe that’s true for Jim. As I was saying earlier in the interview, no two stores are really alike. I believe that genre racking is getting me increased sales over what alphabetical racking would. Jim feels differently, more power to him. But yeah, I’m definitely with Jemas on that one. I think that’s a good and smart way to rack material.
[Note: Jim Hanley owns Jim Hanley’s Universe at 4 West 33rd Street, New York, NY]

[Jim Hanley’s store is now called JHU Comic Books and has since moved to 32 East 32nd Street, New York, NY]

Jamie: Bill mentioned Marvel is trying to get new readers by giving away free online comics and giving away free samples. Examples given are the 500,000 Spider-Man comics within a game magazine, free Wolverine and X-Men Comics when the X-Men Movie came out, and in the future the 1 million Spider-Man comics going out through the Buster Brown Shoe Stores.

Brian Hibbs: Well, it’s been in the future for over a year now, so I don’t know (laughter) how much I trust that last one there. I think giving out comics is probably the smartest thing you could possibly do. Having said that, I have never, not once ever, seen anyone come into my store because of the giveaways that Marvel has done. I don’t know if… this is entirely possible that it’s just a regional thing. I do not believe that they gave out any X-Men comics at any San Francisco showing of the X-Men. I mean, I was there opening day and I didn’t see any comics being given away. I’m sure it’s happening somewhere, and I think it’s a great plan, again I think it’s a really intelligent and smart thing to do. The best way is, you know, “The first one’s free, kid,” particularly if the content of what you’re giving away is good quality content. That’s why I think giving away Ultimate Spider-Man would be a really smart thing to do. Giving away some bad X-Men comics could actually hurt you at that point. If someone comes out and says, “That was a great movie, what’s this free comic? Ewww… it’s not very good at all.” I don’t know if you remember the TV Guide X-Men insert?


Jamie: Yeah, I don’t think I got it, but I heard about it.

Brian Hibbs: Yeah, it was really, really, really bad. It was everything that was wrong with the Chris Claremont X-Men. Just page after page of people coming in and saying, “My name is this and here is my power!” and you know it wasn’t interesting at all. I’m sure that turned more people off from comics than it could ever have gotten them to come into a store and say, “Hey, this is interesting, lets check this out.” So you have to be very careful when giving stuff away for free (laughter). To make sure it’s good, quality, appropriate material.

Here’s the thing though: if you’re doing these sort of giveaways… shouldn’t you be informing the local retailers so they can capitalize upon it? If they did giveaway X-Men comics at the X-Men movie, I sure didn’t know about it.


Jamie: Marvel says their goal over the next 5 years is to double their sales. Do you think they can do that?

Brian Hibbs: Yeah, sure. Sure. I mean, I don’t think they can do it as long as they have a policy in place that’s says once we sell out that’s it, period. You know? (laughter). I don’t think that’s going to happen until they remove the no overprint program. I don’t think it can happen. But otherwise? It’s completely doable, completely doable. It’s just a matter of putting out good comics, supporting the stores, letting people know that the comics exist, getting people excited about the content of the material. Yeah, Marvel’s got no where to go but up right now and I think that’s a good thing. What’s interesting particularly in my exchanges with Joe Quesada, we had a bunch of e-mails back and forth and I was really struck with the impression that they seem to think I’m like anti-Marvel or something. And nothing could be further than the truth, I want Marvel to succeed, you know? I want as many good quality publishers producing good, quality material out there doing as many strong things as they possibly can, in my store. But, I don’t like being called an idiot. I don’t like being told I’m full of self-loathing. I don’t like a policy that is very demonstrably costing me sales. All those things are very negative and horrible things and when I stand up and go, “Hey this is wrong” it’s from that point of view. Not because I hate Marvel or I’m anti-Marvel or something like that. That would be silly, I’m a comic book retailer, it’s my job to sell comic books. When the publisher gets in my way of selling those comic books, then we’re going to have a problem.


Jamie: Just out of curiosity, what’s your IQ score?

Brian Hibbs: What’s my IQ score?


Jamie: (laughter)

Brian Hibbs: I don’t remember. When I took the IQ test I was like 13, or something like that? But I qualified for Mensa, if that counts? But I don’t know, I don’t care. IQ numbers?


Jamie: Sorry, that was just a question I had to ask (laughter).

Brian Hibbs: That was a very ill considered statement on Bill’s part. And I think he made it much worse by issuing the second press release saying, “Yeah, I’m fooling around but oh, by the way, you’re still idiots.” You know, that’s how I read it. I didn’t want to read it that way but that’s… you know, here we are… comic shop retailers work really, really, really, really hard and we don’t make very much money. Not that we’re poor or anything like that, but then to have a some guy go, “Well if you don’t agree with me, than you’re a dope.” You know? Pfft. That doesn’t help anything. That doesn’t help morale. And particularly coming out after getting through the 90’s, morale is an issue that… if I were a publisher, morale would be an issue I would be very, very concerned with. I wouldn’t want you retailers going, “I don’t know if this guy is someone I want to do business with.” It’s just dumb.


Jamie: I understand that Marvel recently had another retailer press conference, one that you suggested to Joe Quesada at San Diego. Within this, they openly admitted that they only invited retailers that had the strongest growth of Marvel sales and they left you out of it. How does that color your view of them?

Brian Hibbs: Well, I don’t know the specifics of the statements that Bill or Joe or whoever made at the conference call, so I don’t know what their standard was. I will say though, that their most vocal critics like me, like Joe Field, like Matt Lehman, who were invited to the first retailer conference, were not invited to this one. How does that color my perception? I don’t know, I think it makes them cowardly, is what I think it does. I think that if you can’t have an intelligent conversation about a policy, particularly now that we’ve had some time behind us and we can start to judge if that policy has or has not worked.
I would point out that the SCC filings that Marvel just made as of last Tuesday (from when we are doing this interview) show that from quarter to quarter, from 2000 to 2001 that Marvel Publishing sales have gone down. They haven’t gone up, they’ve gone down.
I would point to the very sales charts from April to August, that every single one of those months, the vast majority of Marvel Comics have dropped in sales from month to month. Nineteen of the twenty-five books that are on all four month’s worth of sales charts have dropped. To me, this says, “Well, this policy isn’t really working is it?” Yeah, absolutely, X-Men has gone up 25%, or whatever and that is a great thing, that is a wonderful thing for them. But Avengers has dropped by 6% and Daredevil dropped by 15% and Tangled Web dropped by 32%. So, I think at this point you should be willing, as a publisher, to look at what the actual impact is. As opposed to what you believe, or what you want to have happen. I think it’s really important to look at those things critically. The smart publishers and the smart distributors (well, which is pretty much Diamond at this point but…) have come to realize that critical thought is a good thing and something that should be embraced. That if we go to them, me and any number of retailers go, “We don’t think it’s a good idea,” they’ll go, “Okay. We’re going to think about it again. We’re going to actually look at this carefully and ask ourselves, “does our plan make sense or does our plan not make sense?” If we still think it makes sense as a publisher than let us go back to the retailers and go “Here’s really why we think it’s making sense and here’s some tangible, provable things that we can point to.” Marvel doesn’t have any of that right now as far as I can tell, besides just blind rah-rah. “No-No, it’s working. Look, X-Mens up!” (laughter)

To me that doesn’t tell the whole story, that tells a very small part of the story. How much would X-Men be up if we could keep going back to the well and keep getting more copies? Frankly, I think X-Men could have done 200,000 copies rather than the 150,000 or so that it did. I really do, I really believe strongly that it could have done 200,000 copies. But we’ll never know now. And if I were a creator, I’d be really upset about that. you know? “Wait a minute, what do you mean? There’s people who want my comic and you won’t sell it to them?” (laughter). That’s silly. So, to sorta back up there, I think it is extremely short sighted to only invite people to a conference call that are there to, let us say, be “positive.” Unflinchingly so. I think it’s always a good thing to have dissenting voices and to listen to them carefully and pay attention to what they have to say. I would love it, I would adore it in fact, if Joe or Bill came into my store, walked around and went “Y’know, we think if you did this, your store would be a better place.” And I would listen to that. I listen every time anybody comes into my store and says, “You know, I don’t think this is right, I think you should do this.” I look at it, I evaluate it, I think about it and most of the time I actually end up trying people’s suggestions. You know, that’s how you get better. You don’t get better by going “Oh, you can’t come because you’re a big meany.”


Jamie: At the same conference call with a number of your peers, Bill Jemas referred to you as “Hairy Neck” and kept calling Joe Field’s Flying Colors store “Failing Colors.” How do you respond to something like that?

Brian Hibbs: I’m not sure, honestly. I think it is incredibly juvenile to resort to name-calling, particularly in front of a group of peers. Several of the people involved as participants called me to tell me how ashamed they felt hearing that. I don’t think it is good business to insult your customers.


Jamie: Switching topics a bit here, I understand there is a weekly War Machine Comic that’s coming out, part of the experimentation that Marvel is doing. And because of it being weekly it’s very hard for retailers to order it in proper numbers. Can you explain to the readers why that is?

Brian Hibbs: Okay, because we’re basically ordering sight unseen and we’ll probably end up ordering all 12 issues before the first issue even ships. Now this is assuming it ships on time. I’d like to believe that if they’re doing weekly comics they can do them on time. But Marvel has been very, very, very bad on timely shipping recently. When you order a comic you’re… if you’re a good retailer, you keep up to date on what you sell of your comics. So, let’s say for War Machine, I’m going to look at it and go this is going to sell relatively in some sort of proportion, be it up or down or in the middle of, lets say, Iron Man. That gives me a good benchmark to work from. But War Machine is black and white. But it’s weekly, it doesn’t have any of the same creators that Iron Man has, it is a character that has failed in his own series in the past and that people didn’t appear to like very much. So, you look at that and you’re going, “Well, do I order 50% of Iron Man? Do I order 70%? or do I order 110%?” There is no way to know. We’re guessing. Every time a comic book retailer places an order they are basically guessing. They’re educated guesses to be sure, we have data we can look back at. I can show you in cycle sheets where books just take sudden shifts whether it’s up or whether it’s down for no reason. It’s the exact same creator team from month to month, there is nothing that changed about the book, not a character has changed or anything like that, and all of a sudden a third of the customers go, “I don’t want this anymore,” all at once (laughter). And there is just no way to predict these things. Ordering comics is not a science, it’s an art. It’s like trying to see the future. What are my customers going to want 3 months from now? And it’s much, much worse in the case of a weekly book because there are so many issues you have to order in advance. Now, a normal comic book, if we’re lucky, we only have to order maybe two, maybe three issues in advance before the first one comes and we can actually see whether it sold or not. In this case, we’re basically going to have to order all of them. If not, it’s all but 3 and even then you can’t really tell from issue #1 what a series is going to sell for issue #12. You can sorta tell, but not really. I don’t know, is that making sense? I never know how to answer these questions, because for me, comics retailing is so ingrained that do it without thinking.


Jamie: I think you explained it as best you could, I understand it.

Brian Hibbs: Okay. Well, if you understand it, hopefully your readers will.


Jamie: I know some retailers have been little squeamish on selling some of Marvels non-code approved books to kids. An example being the eyeless Wolverine issue. What are your feelings on that?

Brian Hibbs: I think in an awful lot of communities, retailers really, really, really, really need to be squeamish about doing those kinds of things. Because community standards are the important issue when it comes to the acceptability of selling a book. I am blessed, well not blessed because I’ve very specifically opened my store here, but I’m blessed by being in San Francisco. Not only in San Francisco, but in an extremely liberal part of San Francisco. So those are not particular concerns that I have. But yeah, I would be very concerned if I was in a more conservative area with having that comic or any number of things that have been announced or have come out. Because if just one wrong person sees it, you can lose your store. It’s entirely possible. Just look at the Comic Book Legal Defense Fund and look at all the retailers that have gone to jail, or who have lost their store or lost thousands of dollars fighting conservative forces. In something that is especially perceived as children’s entertainment by the vast majority of America, IE. Superhero comics, I think that becomes an even bigger issue to be aware of. I would not consciously sell that issue of X-Force or that issue of Wolverine with the eyeball to a child. I wouldn’t do it and I’m in San Francisco. How much worse it must be if your in, I don’t know, Iowa or something like that? Something else of note is that I used to be on the board of directors for the Comic Book Legal Defense Fund. And at no point was Marvel ever interested in supporting the CBLDF or what it stood for. At the time their reasoning was something very close to, “Well you know, we just don’t produce comics like that.” And now they are producing comics like that and I will be very curious to see if a store does get arrested for selling some of this material, what Marvel will do. I’ll be very curious indeed.


Jamie: I wonder if some of this comes from our own ideas of what kids should and shouldn’t be seeing vs. what Network TV keeps showing. Some think we should just follow their lead and just think if they’re doing it, we can do it too.

Brian Hibbs: Well, yeah, maybe. I don’t know I really want to wade into the censorship issue or the appropriateness issue because frankly, I think that’s a decision the parents have to make. The parents need to decide what they are comfortable with their children viewing. In something like that first issue of X-Force, which was an excellent comic by the way, I really liked that comic a lot… but you know, it’s got a character that’s ripped apart by a machine gun and his guts are leaking out of his body. I mean, it’s shown and it’s very visual and I don’t think you’d even see that on Network Television. I think it was really irresponsible, particularly in a comic which had been completely and utterly safe for children for 115, or whatever, previous issues, to sudden have massive eviscerations (laughter). But I really think it’s… I don’t really have a problem with Marvel having their own rating system as long as it’s consistently and consciously applied. I don’t know that it is and that’s my big concern. As far as I understand from reading their press release on it, if I recall correctly the Ultimate Marvel line was supposed to be G rated comics, as it were. And I think there are things in there that are probably not G rated and aren’t being thought about. Things like the Kingpin crushing some guy’s head. Yeah okay, it happens off panel but if I recall correctly there’s a spurt of blood. You know, you feel it and I personally wouldn’t go, “Well, that’s a G rated thing”. Again I’m in liberal San Francisco, so I don’t have to worry about these kinds of things, thank God (laughter).

Hibbs Interview Responses:
Last months interview with Brian Hibbs got a lot of traffic and reactions around the web. We decided to follow up on it by asking for responses by those involved. First we made the offer to Bill Jemas as he was the most talked about person in the interview.

Bill Jemas responded with:
By the way Brian Hibbs is just Paul Levitz spokesmodel – so you could go ahead and attribute his opinions directly to the Sultan.

We talked to Paul Levitz and he replied with No Comment.

Brian Hibbs replied with:
Why do I have this horrible thought of me wearing pearls and high heels, and doing that Vanna White hand-gesture thing?
Geez, I could have lived without that image in my brain!
‘Spokesmodel’? Can’t the man even insult correctly? First ‘hairy neck’ (huh?), now this!
Anyway I have to assume that it is only since Mr Jemas took over Marvel Comics, that he started reading Comics and Games Retailer, where my opinion column Tilting at Windmills runs.

If he had read the column prior to that, he would see that I have strongly criticized the policies of all and any companies (including, yah, DC Comics) that work against the best interest of comic book retailers. And, of course, when DC does dumb things in the future (and they will, such is the nature of things), I’ll be there to discuss their mistakes with my readers.

And, of course, as the older columns continue to go up on your readers (and Mr. Jemas!) will be able to see that for yourself.
I’d like to think better of my fellow man, but it seems to me the reason that Mr. Jemas dismisses cogent and specific criticism with random insults is that he can’t defend his own position in any other manner.

It frustrates me as a comics retailer that the COO of Marvel Comics is determined to follow policies that are pretty demonstrably costing both them, and myself, sales.
It frustrates me as a person that he has to resort to name-calling when faced with rational debate on the subject.


Joe Quesada Interview

Joe Quesada at Toronto Fan Expo 2009

Joe Quesada at Toronto Fan Expo 2009

This was originally published in March of 2001. Joe Quesada gave me a great interview. He answered all my questions and then some. I’m glad that he’s had a long run at Marvel Comics as EIC and then got promoted instead of replaced. Despite his position and multiple demands on his time I’ve seen him at conventions drop everything and fully focus on 1 fan who simply wanted to talk to him and not do so in a rushed manor. What I find interesting is all the things that he wanted to do and what did and didn’t happen.


An Interview With Joe Quesada

Unless you’ve been hiding in a cave for the last 6 months, you know that Joe Quesada is Marvel’s Editor in Chief. Joe has made much ado about his big plans for Marvel Comics. In this interview he talks about them and a whole lot of subjects within the comic industry.


Jamie: Now that you’ve been EIC for about 6 months, how has it been? Do you miss being a penciler?

Joe Quesada: That’s really my only regret since taking the job is how little time I get to sit behind the drawing board to draw.


Jamie: It’s been said that you write some ‘interesting’ fanfic and e-mail them out to several comic pro’s. Any chance fans will be able to read your writings?

Joe Quesada: Huh? I’ve never written fanfic in my life. I do send out interesting e-mail’s with bizarre sites and such. Nothing i could distribute amongst strangers 😉


Jamie: There has been a long history of Marvel ‘Suits’ and freelancers getting into conflicts here and there. How have you been handling those?

Joe Quesada: Just by dealing with everyone honestly and attacking every problem head on rather than waiting a week to make a call and letting things fester. Usually when a decision comes down regarding how we do our books or business it’s not done with reckless abandon, there is usually a very good, sound reason. I just tell the people that work for me the truth and for the most part they understand. Marvel has been pretty quiet with respect to crises in the last 6 months that I’ve been there and I believe that’s the reason.


Jamie: Traditionally when a conflict between Marvel and freelancers happened, Marvel kept quiet. You’ve been active in telling Marvel’s side of the story in the press. Why?

Joe Quesada: Because, like I said, there is always another side to every argument. Marvel in its fear or in its arrogant silence has taken way too many a black eye in the public forum. Quite frankly. I believe that no one wanted to speak up on Marvel’s behalf. Maybe in the past we felt it didn’t matter since we were the top dog and we could do whatever the hell we wanted. Well, guess what? It hurt us, it hurt us to the point where freelancers (myself included) were in fear of coming and working here. Marvel did itself a grave disservice by turning its back on its freelance community and its fans. And also keep this in mind, if ever a time comes when I feel that we’re in the wrong, I’ll be the first to admit that we screwed up.


Jamie: As of late A lot of people have been speculating what would happen to the Direct Market if Marvel were to stop publishing. Responses range from all out catastrophe to wounded but surviving. What do you think?

Joe Quesada: I think everyone could pretty much pack it up and call it a day, the direct market would most likely die. Bill Jemas and myself have gone out there on a daily basis to squelch these fears. We heard rumors that said that Marvel didn’t intend on publishing in the near future which really freaked us out, especially when we felt like for the first time we’re really starting to behave like a “real” publishing company.


Jamie: Any chance Marvel will break it’s exclusive distribution deal with Diamond when the contract runs out?

Joe Quesada: Oh, man, jeese I don’t know. This is something that would be completely out of my jurisdiction.


Jamie: Will Marvel try different formats other than the 9 1/2 by 6 /14, 32 page comics?

Joe Quesada: If you mean original graphic novels, not right now. It doesn’t make fiscal sense.


Jamie: I was thinking more along the lines of Marvel Backpacks or the Monster Sized and as a regular ongoing title instead of a one shot try out.

Joe Quesada: Yes, we’ll be experimenting in the future but there is no guarantee with ongoing. If the market accepts it then fine, if not we have to move on.


Jamie: Do you see Marvel publishing black and white comics?

Joe Quesada: Quite possibly. I received a concept by Chuck Austen who is drawing Elektra Assassin with Brian Bendis. It has an amazing Manga feel and I would really love to see it in black and white and at a low price point.


Jamie: So is that still up in the air or has it been determined if Electra Assassin will come out in B&W or Color?

Joe Quesada: No, Elektra is a color book. The project I’m referring to hasn’t been publicly discussed.


Jamie: I know you’ve talked about Marvel publishing some non-superhero comics. Do you have any further information, like a date for when that will happen?

Joe Quesada: It all starts in the fall and rolls out during the remainder of the year. Our adult imprint will begin with some super hero related stuff and will branch out into more.


Jamie: Will the new Mature Readers line get a strong TPB priority like DC’s Vertigo Line?

Joe Quesada: Exactly the same priority that our entire line is getting.


Jamie: Will Marvel be overprinting and warehousing these books like DC does?

Joe Quesada: Yes, depending on the project we will be warehousing quite a bit of our TPB overprint.


Jamie: Marvel has announced a number of new TPB’s coming out this year. Will Marvel also be putting sold out TPB’s back into print?

Joe Quesada: Yup!


Jamie: Which TPB’s will you be putting back in print?

Joe Quesada: I don’t have the list in front of me but it’s extensive.


Jamie: Will Marvel gamble on Original Graphic Novels instead of just putting out TPB collections?

Joe Quesada: Probably not right now. As I said, it doesn’t make fiscal sense to us. They make more sense if you can afford a vanity project or two or if you’re interested in winning Eisners, but the reality of life at Marvel right now is that we have to keep growing our profit base in order to get to the vanity stage. One step at a time.


Jamie: As of late some small press/independent books like Safe Area Gorazde, From Hell and Pedro and Me have been getting some mainstream press. Do you think Marvel will ever publish comics with similar critical acclaim?

Joe Quesada: That is the hope. You can’t plan for that, it just has to happen. I will say this, we do have the talent pool to do it now.


Jamie: How well did Ultimate Marvel Magazine #1 and #2 do on the newsstands?

Joe Quesada: Phenomenally well and our exposure base is growing as we gain more accounts! So far the experiment is going well.


Jamie: Do you think they would have sold that well on the newsstands if they were available to comic stores through Diamond?

Joe Quesada: Sure, the fact that we didn’t solicit it through Diamond was a grievous oversight.


Jamie: I noticed in the upcoming Previews Marvel is selling Ultimate Spider-Man #1 that are CGC rated and slabbed. Do you think this is the path Marvel should be following?

Joe Quesada: No absolutely not, and I’m not aware of us doing this. Are you sure this isn’t one of our licensees?


Jamie: It comes from Dynamic Forces, they’re selling “300 Re-Marked Editions” for $69.99.

Joe Quesada: Dynamic Forces is a license, outside of that they have nothing to do with Marvel. I can’t stop them from buying copies of our books and CGC grading the stuff. Part of their license agreement is that they get a page in our section of the catalog.


Jamie: Marvel did reach out during the X-men movie giving away free comics at the theater. What will Marvel be doing when the Spider-Man movie comes out?

Joe Quesada: Hopefully twice as much and hopefully the core books and not just the movie adaptation books will be coherent when the movie comes out.


Jamie: Do you think licensing Marvel characters will increase comic readership?

Joe Quesada: Man, I sure hope so! I’m really hoping that the right promotional push will enable these movies to do something for us!


Jamie: Are you afraid of turning off female readers with a new line of ‘Bad Girls for Fanboys’ comics?

Joe Quesada: Wait and read the books, that was just Bill J’s way of getting everyone’s attention. It worked.


Jamie: Some people have noticed Marvel being more ‘mature’ with their covers and language used inside the books. This despite a CCA stamp being on the cover. Doesn’t this devalue the CCA Stamp?

Joe Quesada: Not really. It’s time for the CCA to grow up with the rest of the real world. They generally bounce words that are perfectly acceptable for Saturday morning cartoons. We may have gone a bit overboard, especially with the Ultimates, but we’re fixing that. With the rest of the line you have to understand that we’re trying to walk a thin line and compete with the rest of the youth entertainment biz. You realize we’re dealing with a 400 million dollar grossing movie and DVD in which every child and adults favorite line is “You’re a dick!”


Jamie: Marvel recently changed the way comics were made by making colorists bid for work. Do you see this expanding to other areas of freelance work?

Joe Quesada: No, the coloring situation was an isolated one. We had one of the best coloring studios come in with a very aggressive bid. It changed the landscape and we had to pursue the possibilities. It also came at the same time that our nearly exclusive contract with a large color vendor came to a close so bids were just flying in and around. The final outcome was that we’re saving money and incrementally the quality of the color will be improving starting in May. It was strictly a business decision, I didn’t feel great doing it but it had to be done and the books will improve because of it. I would have had a larger problem with it had it been a decision made regardless of quality.


Jamie: A while back, someone asked at a Press Conference about the possibility of Marvel including Credits for Jack Kirby and Steve Ditko co/created characters. Has anything come from that?

Joe Quesada: I look into it. It’s a bit more difficult than it appears. I really can’t get into the legal mumbo jumbo of it and it’s really silly but it’s not all on our end. I would love to see it happen someday but the stars would all have to line up appropriately.

2nd John Byrne Interview

Originally published in December of 2000. John Byrne just had a nasty split with Marvel Comics, one that has kept Byrne from working for Marvel since. It is very likely that John will never work for Marvel again. In short, Marvel’s President of Publishing (and my last interview) Bill Jemas decided to try and strong arm certain creators into working on certain titles by telling them they either do it or they’d not be working for Marvel any more. Another creator who has since gone on record about similar treatment was Mark Bagley, in regards to penciling Ultimate Spider-Man. With Bagley the title grew on him, and with some encouragement from his local retailer & friend Cliff Biggers, he wound up drawing it for 111 issues. This does not excuse that behaviour from Marvel though.

I had more of a back and forth interview with John after e-mailing my initial questions. Since he was in a fired up & talking mood I tried to pry some info about him about other controversies, without luck.


An Interview With John Byrne

John Byrne recently announced that he won’t be working for Marvel anytime soon. He was working on a profitable X-Men: The Hidden Years title, but Marvel cancelled it as part of sweeping changes to their X-men line of comics. I last interviewed John in the Summer of 1998 and decided now would be a good time to talk to him again about Marvel, DC, future work, Marv Wolfman and more.


Jamie: Did Marvel try to give you another book to do to make up for X-men: The Hidden Years?

John Byrne: No. There was an “offer” to continue XHY through issue 22 if I would agree to do another project (The X-Book with Chris Claremont, which Bill Jemas had already announced I was doing, without having my final confirmation) but I was not in the market for that kind of “deal”.


Jamie: One of the big questions X-men fans are wondering is what books are getting cancelled and which ones are not? Can you tell us?

John Byrne: I’m not sure. I don’t think Marvel is sure, either.


Jamie: We know that X-men: The Hidden Years ends with #19. Does that end a story arc?

John Byrne: No. Right in the middle of one.

[Note: Since this interview has taken place Marvel and John Byrne have come to the agreement to finish X-Men: The Hidden Years with issue #22.]


Jamie: With almost all cancellations there are bound to be subplots and character developments left hanging. Can you tell us what you did and planned on doing after X-men: the Hidden Years #19?

John Byrne: No, sorry. I don’t want another writer reading this and “finishing” XHY for me. Alas, this has happened before.


Jamie: You originally said that Joe Quesada gave you an explanation that didn’t make sense. What was that explanation?

John Byrne: Canceling books that are selling in order to make room for books which may or may not sell, in the name of increasing sales, makes no sense to me.


Jamie: Joe Quesada has taken a different route than most EIC’s when it comes to conflicts between creators and editors, using to tell his side of the story. Did you expect him to do that and which way do you think editors should respond to conflicts like yours?

John Byrne: The editors are free to do and say whatever they want, of course. Based on the reactions I have seen from posters on AOL, it would seem Quesada has done himself no favors in this case, since he has given a description of XHY which, as fans are quick to point out, in no way matches the actual book.


Jamie: Now that some time has passed, can you tell us what happened with your leaving Hulk?

John Byrne: No.


Jamie: In the latest Hulk Annual, Tom Brevoort apologized for your Hulk stories and Peter David retconed them out in 3 panels within Captain Marvel #2. How did you feel about that?

John Byrne: No comment.


Jamie: Recently Bill Jemas made some statements about making comics worth 20 dollars. Do you think Marvel should encourage speculating again?

John Byrne: The biggest problem with the Suits in charge at Marvel these days is that they have no sense of history. They do not know how the comicbook industry functioned before they came into the business. They think the conditions they found were the conditions as they have always been. Thus, they are convinced the way to “get it back” is to return to the insanity of the speculator market. Rather like “fixing” the Titanic by crashing it into another iceberg.


Jamie: I understand you testified at the Marv Wolfman vs. Marvel case in where Marvel won the rights to the Blade and Deacon Frost character. What did you tell the court?

John Byrne: The truth.


Jamie: And why do you feel that way?

John Byrne: Truth is truth.


Jamie: I don’t think it will surprise anyone if you get some new work from DC, but what about smaller publishers like Dark Horse?

John Byrne: The marketplace is still too soft for me to function in that context.


Jamie: Would you work for CrossGen?

John Byrne: I have no familiarity with their company or their line.


Jamie: Do you think you’ll ever write and/or draw something that is not superheroes?

John Byrne: In my career to date I have done science-fiction, war, western and humor titles and stories. I certainly expect to do more.


Jamie: …And do you want to?

John Byrne: Yes.


Jamie: Would you work under the Vertigo imprint or any ‘mature readers’ comics?

John Byrne: NEXT MEN was labeled “Mature Audiences” and dealt with mature themes.


Jamie: There has been lots of news around DC lately regarding censorship, comics being pulped, legal holdups and so forth. Have you ever had any problems with this while working there?

John Byrne: No. I understand the rules and find no problem working within them.


Jamie: What details can you give about your working with Stan Lee to do the Legion of Superheroes as he would have created them?

John Byrne: Other than the fact that it is planned, nothing. Stan has not yet provided a plot, and we have not talked about what direction we might take.


Jamie: You’ve said that the market is too soft for you to go back to creator owned work. This is being debated, primarily among people who say they are making “loads” of money through creator owned work. Considering the amount of money that creators are making through TPB royalties, do you still think Work For Hire is the only way to go?

John Byrne: When have I ever said it was?


Jamie: So is there a place between fully creator owned, controlled and financed work and corporate work for hire that you’re able to do? Something like say League of Extraordinary Gentlemen or Transmetropolitan?

John Byrne: Of course. There are countless avenues open to any who wish to seek them out. It simply depends on what you want to do, where, and when.


Jamie: The comic industry seems to be moving towards a TPB/Bookstore format, do you think this is a good thing?

John Byrne: As with everything else in this business, it will depend entirely upon how it is handled. When Quesada told me this was one of the directions Marvel was planning on taking, I asked what sort of support structure they were setting up — how they expected to get the necessary volumes of material into the “real” bookstores. He had no answer. This is not the sort of thing, after all, one can simply do and expect it to work, as if the very existence of the product will create a demand for it.


Jamie: Any last things you want to tell comic readers?

John Byrne: Hang in there!

Bill Jemas Interview

Originally published in December of 2000. Bill Jemas had recently been revealed to comic fans as the President of Marvel Publishing. He had that job since January of 2000, but comic fans in general didn’t look above the Editor in Chief at Marvel. Bill was different as he got very involved in the direction and promotion of Marvel Comics. So when I learned about him I fired off an interview request for him. I think I may have been the first person in the comics media to get an interview with him.

The interview did not go as well as I had hoped. Jemas found some of my harder questions “too chatroomy” and either didn’t answer them or combined them and “answered” with a press release. Still Jemas was an almost complete unknown at the time so even a disappointing interview was educational. I should say that when Marvel started doing weekly Wednesday afternoon conference calls with the press, I got an invitation to join. I suspect Bill was the reason I got that invitation as Collector Times was not really a big name, high traffic website. Also, I discovered I got the invitation to join after they dis-invited Rich Johnston from attending for asking too many uncomfortable questions.


An Interview With Bill Jemas

Some of you may not know who he is, but Bill Jemas is a powerful man in the comics industry. He is President of Marvel Publishing, the boss of Editor In Chief Joe Quesada. As of late he has been in the news promoting Marvel Comics and with Quesada, making big changes in Marvel Comics. This interview reveals info about his past, his opinions and his plans for the future.


Jamie: What is your work history prior to becoming President of Marvel Publishing?

Bill Jemas: See attachment
Bill Jemas Background
Bill Jemas, the former Executive Vice President for MSG Sports, who joined Marvel as President of Publishing & New Media. Jemas originally worked with Marvel from 1992 – 1996, as the President of Fleer Corp. Under Bill’s guidance, Marvel Cards (including Fleer Ultra X-Men and Spider- Man, Flair, and the Overpower card game) became hottest products in the Comic industry (actually outselling Marvel books). Moreover, Fleer’s Entertainment card lineup (including, Fox Kids, MTV Animated, and the Casper, Power Rangers, Batman Movies) captured over 70% of a very healthy entertainment card market.

Earlier in his career, he served as Vice President, Business Development and Business Affairs for the National Basketball Association, where he was a key member of the team that built NBA Properties into one of world’s leading merchandise companies. He brings this wealth of experience to Marvel at a time when the company is re-tooling and looking forward.


Jamie: Did you read comics as a kid? Which were your favorites?

Bill Jemas: I never did read comics as a kid, but I was hooked on the Sunday funnies.
My dad gave me an old old copy of the New Yorker comic anthology. I must have read that 50 times in junior high and high school. I was also a big Kliban fan.


Jamie: Why do think people buy comics?
What do you think the average age of comic book readers are?
How will Marvel under your supervision, improve the medium of graphic literature?
What is Marvel doing to attract kids and adults into reading comics?

Bill Jemas: See attachment
Bill Jemas – May 17, 2000
The Ultimate Marvel comic book line will be our most comprehensive, focused and well-financed imprint. During the next 18 months, the X-Men Movie from 20th Century Fox and the Spider-Man Movie from Columbia Tri-Star will raise Marvel exposure and excitement an to all time high. Marvel plans to leverage the growing demand for our characters into new readership for our comics.

Everybody in the industry knows that this is not an easy task. For the past ten years, Comic publishers have been talking about bringing in new fans. But the cold truth is that the collective efforts of publishers and distributors have failed. Readership continues to drop and stores continue to suffer financially. Marvel is not giving up on comic books. In fact, Ultimate Marvel is on the ultimate industry mission – new customers.
The Ultimates will be great Marvel comic stories.

Loyal comic fans have earned an inside knowledge and insight through five, ten or twenty years of reading. The Marvel Universe is the longest-running continuous story in history, and it’s very difficult, in that context, to do anything new that’s not tied in to that continuity. Lose the continuity and you lose your most important customers.

This is the dilemma. Loyal fans embrace the complexities of the forty-year history, but new fans are baffled by it. This is an industry-wide issue. It is all but impossible for a new reader to comprehend (let alone enjoy) any main line comic from any main line publisher.
Marvel believes that the Ultimate Spider-Man and X-Men lines are the answer. Core comic fans will love these books. The characters are pure and true to themselves. The stories are strong, complete, compelling, and produced by our best artists and writers. But, any new reader can pick up any one of these books and start reading. Essentially, the Ultimates swap out the traditional back-story and replace it with a rich, self-contained, Year-2000 context.

The Ultimates will be marketed to new readers.
Let’s face facts. New readers are not going to find us. We can’t to sit back and wait for a 12 year old kid to wander into a comic shop, drift over to the right rack and find the Ultimate X-Men. Marvel will reach out through aggressive marketing and sampling programs. Our goal is to distribute 12 million sample comics over a 12-month launch period. We believe that the books will hook new readers into the Ultimates line and that they will expand their horizons to traditional titles. We are willing to invest heavily in this program. will play a major role in the rebuilding of our comic book business. Marvel has developed our graphic and storytelling skills and earned our reputation as America’s storytellers. Now we are putting those skills to work in the on-line environment to reach out to a new generation of readers. Again, the goal is to build comic book readership by introducing them to the beauty of comic book story telling and promoting the purchase of hard copy books at retail.


Jamie: What non-Marvel Comics do you read?

Bill Jemas: I enjoy read everything that Brian Bendis and Mark Millar write, and get to as much of the other stuff as I can.


Jamie: It’s often debated as to what’s more important in comic sales. Creators or the characters. Which do you think is more important?

Bill Jemas: Just about everything in comics is “often debated” and many of the debates are as silly as this one. Because, when a great creator is working on a great character, the last thing you think about is which is more important.


Jamie: Will Marvel publish creator owned & controlled work any time soon?

Bill Jemas: Yes.


Jamie: You have been a lot more active in promoting comics online since Joe Quesada has become the new EIC, why is that?

Bill Jemas: Coincidence.


Jamie: Will Marvel be using old cover gimmicks like holograms and variant covers?

Bill Jemas: Only if the script calls for it.


Jamie: Many people within the industry think catering to speculators (people who buy comics hoping they’ll go up in value) caused the industry downfall in the mid 90’s. What do you think?

Bill Jemas: You mean, “Were gangs of wild-eyed speculators yanking comic books out of the hands of innocent readers, completely halting their life-long love of comics?”
No, not that I recall. What I recall is the industry-wide over-proliferation of really, really, stinky content. Then I recall billions of collector dollars building the beanie babies and Pokemon businesses into huge successes.


Jamie: It’s now known that some profitable X-titles are going to be cancelled. Do you think this is wise in today’s market?

Bill Jemas: For 10 years, every single comic book fan has been complaining that Marvel cranks out too many titles that are too similar to each other. They say that they can’t afford to buy all those books, and that they can’t follow all of the complexity. During those years, thousands of readers have voted with their feet and walked away from the hobby. We are facing that issue head-on in 2001.


Jamie: Since the X-men movie didn’t do much to raise toy and comic sales, how do you expect the Spider-Man movie to do better?

Bill Jemas: Check the box scores for December, X-Men hold all four of the Comic book spots.