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Summary:

Just like music, movies and TV shows, comic books are going digital. But unlike other media migrations, the jump from ink to bits isn’t an attempt to stem the loss of print sales. Publishers are experimenting with different approaches to presenting comics on the web as they try to figure out what consumers want — and what they’ll pay for. Continue Reading.

The image of a bedtime-avoiding youngster huddled under blankets with a flashlight and comic book might soon be joined by that of a kid thrilling to a superhero’s latest adventures on a laptop tucked under the covers.

Just like music, movies and TV shows, comic books are going digital. But unlike other media migrations, the jump from ink to bits significantly changes the nature of a comic book. “Ours is different from video because their final product looks exactly the same,” said Dan Buckley, president of publishing at Marvel Entertainment. “The DVD is the same as if you downloaded it.”

Comics, however, must go from a tactile, paper experience to a hands-free digital one, and unlike text-only books, comic narratives are told through sequential art; how the panels are laid out is just as important as what’s in them. Both Marvel and DC Comics are experimenting with different approaches to presenting comics on the web as they try to figure out what consumers want — and what they’ll pay for.

While sales of traditional entertainment forms like music CDs and DVDs have decreased or flattened, there hasn’t been a similar sea change forcing the comics industry to go digital — the paper-based comics business is still doing well. Combined sales of graphic novels and comic books in the U.S. and Canada hit $705 million in 2007 — a 10 percent bump up from 2006 — and sales of graphic novels have quintupled since 2001.

So if demand is still high for print, what’s driving the digital moves? Opportunity. “We want people to see these stories through as many distribution points as possible,” Buckley said. So Marvel is trying out a number of different digital formats for its properties. Last year, the company launched Digital Comics Unlimited, a subscription-based service that charges $50 a year for access to more than 4,000 (soon to hit 5,000) comic books online. Since launch, Buckley said Marvel has learned quite a bit. “The print and digital businesses complement each other,” he said. “One is not cannibalizing the other.”

The company is also trying its hand at so-called motion comics, which use existing comic panels but give them an animated feel through pans and zooms or by giving characters simple movement; voice actors provide the dialog. Marvel created a 25-episode motion comic out of “N,” a short story by Stephen King, as a promotion for “Just After Sunset,” his upcoming collection of short stories; free episodes are being released every weekday until August 29. The company has also tested motion comics out on some of its bigger-name properties like Ultimate Spider-Man.

Rival comic book powerhouse DC Comics and parent company Warner Bros. are jumping into the deep end when it comes to motion comics, releasing two high-profile properties, Watchmen and Batman Adventures: Mad Love, as motion comics. Watchmen, which will promote the upcoming feature film version, debuted exclusively on iTunes, with episodes costing $1.99 a pop, while Batman Adventures is available on Microsoft’s Xbox Live Marketplace (in high-definition) for roughly $1.75 per episode and on Verizon VCast as part of a subscriber’s plan.

Both digital and motion comics could help companies monetize their rich back catalogs for a relatively low cost or promote upcoming film properties and printed collected works of a particular title. But in a time when consumers can watch ad-supported TV and movies for free online, will people pony up for digital comics?

Neither Marvel or DC would provide any sales or subscription numbers. Marvel offers some digital comics online for free, but says it’s proceeding cautiously. “We’re still quibbling about what the primary form of revenue will be,” Buckley said when asked about ad-supported offerings. Marvel is also concerned about the impact of the move on the niche retailers like hobby shops that still sell comic books. “We don’t want to do anything to hurt anybody in the short term,” said Buckley.

But James Sime, owner of the Isotope comic book store in San Francisco, isn’t too worried about the impact of digital comics on his business. Sime says he believes there’s a great opportunity for comics retailers and publishers to learn from mistakes of the ailing music industry.

According to ICV2, a trade publisher that monitors the business of comics and pop culture, trade paperbacks (collections of single issues in one book) generated $375 million in 2007 and single issues did $330 million that same year. Though Sime doesn’t think single issues sales will go away, he envisions a scenario in which they are moved from print to online as promotion for the trade paperback.

“I’m all about it,” said Sime. “People are excited about comics. The more people get them into their hand, the more they read them — the Internet is a great facilitator for that.”

The article originally appeared on BusinessWeek.com.

Slideshow: Comic book heroes go digital

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By Chris Albrecht

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  1. Article is incomplete – it doesn’t talk about all the indie internet comics, most of whom make there money, it seems, through donations or selling side articles (tee shirts, etc). Some of them are pretty good; I’ve never been interested in commercial comic books.

  2. Chris Albrecht Friday, August 22, 2008

    Hi Tony,

    This one was already big enough — I had to save something for the next article!

  3. Already established digital comic readers weren’t mentioned either. ComicBookLover for the Mac is an excellent piece of software. Think of it as iTunes for comics. Granted, you have to “rip” your own comics or download ones off the Internet intended for preservation of comics. Digital Comics Preservation (DCP) makes an excellent effort in this sense. Why Marvel doesn’t simply hire these people on or shut them down and copy their process is beyond me. Marvel’s digital offerings are god awful in comparison. Since DRM is proving to be unneeded elsewhere, it seems as simple as Marvel scanning the comics they already have, zipping them, and then selling them. Let the viewer figure out how to read them. Trust me, its better than waiting ten minutes for the next page to load on their website or flash bringing your web browser to a crawl.

  4. Great piece, Chris. In fact, it’s my firm belief that the trials and tribulations that digital/motion comics are about to experience will actually lead Hollywood as a whole into the digital future. Keep an eye on creative artists like Neil Gaiman… he’ll act as a beacon to the digital future in this arena, IMHO.

  5. I’ve never really been into comics but recently found out that the indie classic ElfQuest released most of their issues online for free at http://www.elfquest.com/gallery/OnlineComics3.html. The presentation is pretty simple but I’ve can’t stop reading them. Good stuff.

  6. Nick Stamoulis Friday, August 22, 2008

    Hey, at least they’re not close-minded about going digital like much of the newspaper industry — which is a big reason why I believe they’re failing so miserably at the current moment.

  7. its really good to hear. i love new discoveries. wow high-tech!

  8. very nice article. Very helpful.

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