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When DC Comics announced Villains Month, it got people talking and not always in a good way. For every person saying it was a cool idea, there seemed to be at least one proclaiming it a jump-off point for various series if not the entire New 52. Business as usual for comics fandom.
What was different this time was the additional complaints from retailers about the way DC handled the event. The extra time needed to create the fancy, lenticular covers meant that they had to go into production before DC knew how many copies it needed. And unfortunately, when orders came in, the publisher discovered it had estimated too low, which created problems with meeting demand.
Brian Hibbs wrote about the situation for Comic Book Resources as well as on his own blog, and CBR ran a roundup of general reactions from store owners, but now that Villains Month is behind us, I wanted to get a deep perspective from a retailer on what worked, what didn’t, how readers actually responded with their money, and what lessons could be learned to make similar events less frustrating in the future. To that end, I contacted Mike Sterling, manager of Seth’s Games and Anime/Ralph’s Comic Corner in Ventura, California.
Sterling has been writing on the Internet about comics for longer than most of us. His Progressive Ruin blog has been running since December 2003, combining Sterling’s sense of humor and love of comic book weirdness with sharp observations about the direct market. He manages what used to be called simply Ralph’s Comic Corner, a shop that’s been active since 1980, but was purchased in 2009 by Seth’s Games and Anime. Sterling remains manager while the titular Ralph still handles the old comics business. It was because of his long-standing knowledge of comics retailing and his ability to be equally funny and frank when discussing it that I asked Sterling to talk with me about his experiences with Villains Month.