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Putting the Kids Back in Comics
Friday, May 11, 2007
USA Today, New York Times, Entertainment Weekly, the Atlanta Journal Constitution, Chicago Sun-Times, Baltimore Magazine, Disney Adventures Digest, MarketWatch.com, the Washington Post and other media outlets all took note. The sixth annual Free Comic Book Day, Saturday, May 5, 2007, was a big hit.
Promotions ranging from retailers teaming up with local and schools and libraries to having Star Wars storm troopers patrolling in front of their stores dotted the country as comics continued to seek new readers. Falling the day after the blockbuster Spider-Man 3 hit movie theaters, FCBD offered a number of retailers the chance to combine promotions with local movie theaters as well. “There has been a tremendous focus on comics in recent months thanks to the highly anticipated movies Spider-Man 3 and Fantastic Four: Rise of the Silver Surfer,” said FCBD Spokesperson Elissa Lynch. “Once again, this excitement carried over to Saturday, making this one of the most memorable Free Comic Book Days ever!” This year's offerings from publishers presented readers and would-be readers the largest selection of titles, styles and genres put forth on Free Comic Book Day to date, with a substantial number of them aimed at children or an all-ages readership. This is a significant event that could well be glazed over in the general success of the day. “The future of comics can only be secure if the next generation becomes interested in them. And the only way to make comics 'the thing to do' is to get people interested in them when they are young. And even though comics as a medium has spend years convincing people that it has grown up, and is now a respectable literary medium, it is now equally important to make sure we have quality books like Owly and Korgi for kids to jump onto as well,” said Chris Staros, publisher of Top Shelf, who said reaching out to potential readers through FCBD has worked “amazingly well.” Through the program there are now well over 100,000 copies of the Owly Free Comic Book Day books in circulation. For an industry that has spent the better part of the last 25 years insisting that comics aren't just for kids anymore, now at least some of the attention has been turned to making sure there are younger readers to grow into older readers. “It's much easier for someone who has grown up with comics to make the transition to other comics than it is to get someone who is 14 to read a comic for the first time. Titles such as Walt Disney's Comics & Stories and Walt Disney's Uncle Scrooge have traditionally been at the forefront of recruiting new comics readers, specifically children, and we are working to see them there again,” said J.C. Vaughn, Executive Editor and Associate Publisher of Gemstone Publishing. “We have a terrific, loyal base of fans, and I think you'll find that they're eager to see younger readers added to their ranks as well. There is fantastic momentum for comic books and graphic novels right now. Significant things can be achieved when you have everyone from the publishers, printers, retailers and everyone else in the food chain cooperating toward the same goal.” Many of the participating stores made concerted efforts to specifically bring in younger readers along with other new potential customers. Lone Star Comics took things a step further and aggressively broke down their demographics. “Our implementation of Microsoft's RMS system for our POS system also helped us track new vs. returning customers. This year, an average of 20% of the FCBD attendees were brand-new customers, and a third of all attendees were children under the age of 15! Luckily, we had plenty of books on hand, and everyone left the store happy,” Lone Star's Chris Powell commented on ICv2.com. “Particularly big hits this year were Marvel's Amazing Spider-Man: Swing Shift, IDW's Transformers: The Movie Prequel #1, Gemstone's Walt Disney's Mickey Mouse, Archie Comics' Little Archie, Bongo Comics' Bongo's Free for All, DC's Legion of Super-Heroes in the 31st Century and Justice League America # 0, Viper's Josh Howard Presents: The Sasquatch, and Top Shelf's Owly and Korgi.” Outside agencies see the benefit in this as well. Two days before Free Comic Book Day, the Maryland State Department of Education (MDSE) announced that teachers piloting the state's unique Maryland Comics in the Classroom Initiative rate the program an effective, enjoyable education tool that enhances student interest in reading and produces positive results. Maryland State Superintendent of Schools Nancy S. Grasmick, Jonathan Yaged, Vice-President and U.S. publisher, Disney Publishing Worldwide, and Diamond Comic Distributors President and CEO Steve Geppi were among the officials on hand with area teachers, principals, parents and students at the museum for the announcement. According to MDSE, the Comics in the Classroom program uses classic Disney comics in 10 active lessons for the third and fourth grades. Working with Disney Publishing Worldwide and Diamond Comic Distributors, MSDE developed materials for several grade levels that are being piloted at various schools throughout the state. “Reading is such an important activity for all children, and using comic book-related lessons offers teachers an important new tool to draw students into the world of words,” Dr. Grasmick said. “This project enhances other work that goes on in the reading class. Comic books and graphic novels cannot replace other forms of literature, but they can be an entry point for some reluctant readers.” MSDE's broader graphic literature program, the Comic Book Initiative, began in September 2004 to explore the use of comics and graphic novels in classroom settings. It was developed by a creative team that includes award-winning teachers, reading specialists, educational administrators, library specialists, comic book authors, and publishers. This unique statewide project does not mandate comic books or replace traditional classroom materials. Rather, the program provides options for teachers as they seek to encourage reading in students of all ages. Friday night, the day after the MDSE announcement and the day before Free Comic Book Day, Geppi's Entertainment Museum sponsored a giveaway Cal Ripken comic for children 14-years-old and younger, at Oriole Park at Camden Yards. A special stand-alone variant of the comic seen in many other DC Comics this month, it featured the Hall of Fame player teaming up with Batman, promoting Free Comic Book Day and the Cal Ripken, Sr. Foundation. Over the years, uncounted giveaway comics have relied on the premise that comic books are great way to reach kids whether it's with an important message or simply entertainment. Now that comic characters are reaching such widely accepted success, this line of thinking is increasingly true. How you think the industry can reach kids with comics? Let us know! 
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