Robot 6

Brad Guigar talks webcomics and

Brad Guigar has a pretty good perspective on the world of webcomics: He is the creator of the daily webcomic Evil Inc., one of the co-authors (with Dave Kellett, Scott Kurtz and Kris Straub) of the seminal book How to Make Webcomics, and the editor-in-chief of the website He was nominated for an Eisner Award for his earlier comic Phables, which has now come to an end, and he draws Courting Disaster, a weekly panel that accompanies a dating advice column. Guigar is a busy guy.

In January 2010, Guigar put behind a paywall, a move that initially caused a lot of controversy. Two years later, I thought it would be interesting to talk to him about how that move worked, and about the state of webcomics in general in an increasingly diverse comics scene.

Robot 6: I want to start with a general question: Are webcomics still an important sector of the comics world? And how do you think their role and significance have changed in the past two years?

Brad Guigar: I think webcomics are the most important, most vital comics being produced today. I think the term “webcomics” has come to represent not just comics posted on the web, but rather, independent comics as a whole. The recent cresting of digital downloading is going to be one more tool — like social media was a few years ago — that webcomics will incorporate to help make independent comics thrive.

Do you think it is still possible to make a living from a webcomic, and are there more or fewer creators making a living from webcomics than there were two years ago?

It is possible to make a living doing this. But due to the fact that publishing is now accessible to anyone with a computer, the general perception is that there should be more full-time cartoonists. However, doing a comic that is good enough to generate leave-your-day-job money is a very difficult task — and it always has been. Doing it consistently for week-after-week, month-after-month, year-after-year is Herculean. And it always has been. Webcomics has allowed more people to participate, but the rest is as devastatingly challenging as it always has been.

But consider this: Webcomics has allowed everyone from the rank amateur to the polished professional to get something from their efforts. Whether it’s the joy of knowing that someone is reading your work … or a complimentary e-mail from one of those readers … or pizza-and-beer money … or mortgage money … or any of the other steps along the way to becoming full-time … web cartoonists are able to get a return on their efforts that buoys them as they improve and experiment. Kinda like on-the-job training. And I’m convinced that this effect is what helped many of the full-timers that we have today to get to where they are now.

Are there more or fewer than there were two years ago? My guess is there’s just as many as there ought to be. But those comics are no longer broadly-aimed comics that try to appeal to the largest-possible audience. The full-timers are a much more diverse group of people than they ever had been, and they’re doing work that is much more unique than in years past.

It has been two years since you took behind a paywall. Do you feel this has been a success, financially and otherwise?

Converting to a subscription site has been an incredible success. Financially, it has generated the income that has allowed me to put more time and energy into the site. And in terms of the effect that it has had on the level of discussion that we’re able to have, it has been phenomenal. Everyone who is there is someone who is serious about the topic. That means we can have contentious, passionate debates — that are waaaay more civil than the ubiquitous flame wars so common elsewhere. I don’t spend half as much time correcting misinformation as I did when the site was a public site. And the group itself has evolved into a very cohesive unit in many ways. Very often, a member will post an S.O.S. — maybe they’ve screwed up their ComicsPress code — and within minutes a fellow member with that expertise has offered the solution. We’ve done absolutely frank tell-it-like-it-is critiques of members’ work — with a minimum of nastiness and hurt feelings. We’ve had impromptu after-hours panels at conventions. It’s simply been one of the most positive experiences I’ve ever had the pleasure of being involved with.

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It is not uncommon for a member to comment “this post alone is worth my $30/year subscription!” I love it when that happens.

How has the community of readers and commenters changed in the last two years?

It really hasn’t changed that much — in terms of tone and subject matter. I think a kind of societal structure has developed. For example, it has become understood that this is not a place for promoting your comic. It’s a place to learn how to promote your comic. When a new member missteps, a member of the group very politely points this out. In other words, I don’t have to set the tone as much anymore. The longtime members know it, and they help establish and maintain it.

One of the reasons you cited at the time was that you weren’t making very much money from ads. Has focusing the site made it more valuable to advertisers?

The conversation was more along the lines that a site like could never be attractive to advertisers. We never ran ads on for that reason. Now that the site is a subscription site, I refuse advertising for very different reasons: First, because I feel it would be disrespectful to expose subscribers to ads, and secondly because so much of what I do is discussing vendors, products and services, I never want there to be a question as to whether I’m commenting favorably about something in order to win advertising revenue.

You also said you were “absolutely sure” that restricting the site to paid members would raise the level of the conversation. Were you right?

Absolutely. Everyone who is in there is serious about webcomics. The subscription has eliminated the drive-by flaming by the uninformed wacko. And it has greatly reduced the well-intentioned sharing of misinformation by the beginner. Furthermore, we can talk about our comics and our philosophies without worrying what a reader might think if he or she read it. Finally, I try to be a pretty strict moderator. And I say “try” because I’m sure I’ve had better days than others. I try to step in and keep the discussions constructive and civil — and that’s not always easy because I’m quite passionate about the subject of cartooning. But overall, I think the conversations at are among the highest-level discussions of the craft as you could possibly have.

The conventional wisdom is that people don’t like to pay for content on the Internet. Why do you think they would make an exception for

Today, the average Internet user is paying pretty regularly for content. iTunes is proof. So is And the more people move to tablets — where paid downloads and apps are the norm — the more people are going to accept paying for content. However, people will not pay for content that is easily replaceable. offers a service that’s pretty unreplaceable. The daily content, the private forum, and the members-only benefits all make the site well worth 30 bucks a year.

When you first started the paid website, you had an audience who were already following it in its free incarnation. I know quite a few of them signed up right away. What has the renewal rate been like, and have you been able to attract new users? What proportion of your readers are original subscribers vs. new additions?

The renewal rate has been amazingly strong. As we move into the third year, I’m continuing to see my membership climb as the number of new members outweigh members who leave. I have a large enough membership now, that when I approach a vendor and ask for an exclusive discount for my members, they’re enticed by the potential to expose their services and products to a group of professionally minded cartoonists this size.

Do you have a problem with people pirating your content and posting it elsewhere for free? If so, how do you deal with it?

So far there has been very little of that.

How has the coming of digital comics on the Kindle, iPad, etc., changed the content and focus of your site?

It has definitely affected the range of topics that I feel I need to address. Last year — especially in the second half of the year — I spent an awful lot of time discussing social media as a promotional tool. This year, I have a feeling that much of my emphasis will be on digital downloading and how independent creators can use it to their advantage.

What sort of plans do you have for for the upcoming year?

I want to continue to do what I first set out to do with this site — make it a place that serious, professionally minded cartoonists can gather to share information and inspiration. I want to continue to use our numbers to broker exclusive deals to benefit that membership. And I want to see the site help to produce an entirely new crop of full-timers.



I still think saying paid subscriptions are necessary for a good community. I’m member of the free and the discussion there is absolutely fine.

I mean I get of course where he’s coming from, that people who might pay might also be more serious, but not everyone who’s serious can afford to pay for every service. If you want to shut down trolls/misinformation, what you need is good moderation on your forum, and not paid subscriptions. To me this sounds like an excuse.

I mean, there’s nothing wrong with wanting to earn money from your website, but there’s really no reason to be dishonest about it. Saying free communities, in general, don’t work is just being ignorant in my eyes, sorry.

sorry, I meant to say “saying paid subscriptions are necessary for a good community is stupid

brain fart :P

I’m curious to see if can point to anything it considers a “success story” of the folks using its site. I can believe that going behind a paywall has been nothing but beneficial to the site itself, but to see what people are doing with it would be phenomenal.

Looking at and reading the Forums, the two sites are nothing alike. is not a webhost free or otherwise. The content and topics in the forums are so narrowly focused on the business & Craft. You do not see people spamming the board for critiques. you only see people offering good information.

Whether is positive or not makes no difference. It was getting out of hand before Brad added the paywall and it helped weed out the negativity immediately. I think if you saw what was published on on a daily basis you’d be surprised at how much more you’d get out of it. you’d pay just as much from a magazine subscription else where. it is a wealth of detailed information. you could spend forever reading the archives at this point.

@Rachel : i think that a success is what any individual on the site makes of it. if they have 100 regular readers or more only matters to the individual. if that individual is happy then they are a success. Brad would NEVER especially on the site, judge who is a success or not.

or i should say Brad wouldn’t judge who is a success to prove this kind of point.

It’s been two years and I haven’t heard one creator coming out of that’s been financially successful. Also they’ve used their closed forums to do things like stack reddit votes to drive more traffic to their sites. A little shady.

Was a member there for a couple months and bailed after seeing alot of amature hour stuff. No desire in joining a good Ol boys club. And you sort of have to ask yourself, why be paying creators for advice who aren’t even doing it as a full time profession? At least it’s cheap though if you want tO try it out and see for yourself.

Rachel, If I were to engage in such a thing, it wouldn’t be what you seem to be expecting. It wouldn’t be some sort of late-night TV pitch like “Joe Cartoonist used and now he’ s averaging a billion page views a day! So can you!”

If you’re looking for something like that, you have lots of places to go. I couldn’t look my members in the eyes at conventions if I pulled stuff like that. is more like this: Today, many of my readers learned how to better administer their ads through ContextWeb. And it was a post that was generated in direct response to a question that one of the members had been grappling with. Or this… a couple months back we offered a critique of banner ads and discussed how to improve them — in a very constructive way. Or… my readers learned how to maximize the benefits they get from using Twitter to better promote their comic.

No get-rich-quick. No overnight millionaire. No sleazy come-on.

Just getting better and sharing information among serious peers.

Tardis, I’m sorry the site didn’t measure up to your expectations. As I said in the interview, I try very hard to make that site everything it can be, but I’ve also had to acknowledge that, for some, that isn’t enough. And that’s OK. The fact that you had to go all the way back to the very start of 2010 to find something negative to say speaks volumes, though.


I think you may have misunderstood me. I was by no means trying to invalidate the existence of or anything like that. All I was saying is that saying free forums can never work is ignorant, IMO. Naturally Comicfury and are different sites with different objectives, but I was just using it as an example of a free community (or more specifically, a webcomic community), that works. No one spams the Comcfury boards for critiques either, there is a subforum dedicated to it (which may not make sense on, but as how I said, the communities obviously have different objectives).

So in conclusion what I mean isn’t that the model of is bad (as how I said in my first post also, there is nothing wrong with it), but presenting it as the only model that works, in my eyes, is just patronizing to the countless communities about a diverse range of subjects (not necessarily just webcomics), that obviously work and are good resources. Saying “It has to be paid because that is the only way it can work” is just propaganda, which the site doesn’t need because it does have a lot of appeal on it’s own, and I think it shouldn’t be resorting to such cheap tricks to promote itself.

I’ve been a paid member on for a little over a year now, and have had more than one “this piece of advice is worth the $30 alone” moment (hence renewing my subscription :P) Probably the biggest boon it’s offered has been the critique section, and most of the advice elsewhere on the site that I’ve found personally relevant has been on the craft of making comics. More and more, however, I’m starting to feel like maybe it’d be worthwhile to put some serious effort into promoting my site and trying to make some money out of it. There’s plenty of advice on how to go about doing that just sitting there waiting to be heeded.

Now, going from ‘strict hobbyist’ to ‘wannabe’ isn’t exactly a success story, but maybe it’s the start of one. I’ve gained the confidence to allow myself the luxury of ambition and by Thor I’m counting that as personal growth, and is at least partially to blame for it.

Tardis, I’m not sure where you’re getting your data about the members at, but you are really off the mark. I’ve been in the webcomics group since it was a small forum at Straub’s Halfpixel site, and there are quite a few members who have had substantial successes. Generally, people that are successful there aren’t necessarily touting themselves as part of a fraternity, nor is Brad boasting or taking credit for the success of members. There are also plenty of members who hold memberships for the resources, but don’t necessarily participate regularly in the forums.

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