The Comics industry is all too familiar with having to reinvent itself in an effort to survive changing times.
Comics made the jump from newspapers to comic books addressing a new publishing trend in the late thirties.
The forties watched Superman be reinvented over and over as a whole genre of superheroes was created.

The comic book industry rescued itself from oblivion in the fifties by adopting the Comics Code Authority to placate the Senate Subcommittee on Juvenile Delinquency though it placed a stranglehold on much of what made comics interesting and exciting at that time.

Stan Lee
Stan Lee reinvented the superhero genre in the sixties making it viable and relevant to a new generation of readers.

Phil Seuling
The Direct Market pioneered by Phil Seuling in the seventies gave comics the opportunity to be liberated from the Comic Code Authority.
The eighties gave rise to alternative, independent publishers and the concept of creators rights.

Manga
The nineties showed the vulnerability of the Direct Market and the power of Manga in the US market.
The new millennium ushered in the the development of new formats in the wake of Manga’s popularity and the graphic novel matured as a format that began to dominate the market.
The “oughts” also ushered in an entirely new venue for comics in the internet and web comics came on the scene.
Now, as we enter the eighth decade of comic history since the invention of the comic book, (I know I am rounding it off by a few years, we’ll throw a party in 2014 to make up for it) we all have to figure out what to make of the advent of digital comics.
For the first time in history, comics have total access to a global market direct from the hands of creators free from censorship, and the burden of high production costs.
Digital comics, whether they are posted on the web, offered as a downloadable files or banked on a cloud can be read on devices as small as the palm of your hand or as large as the biggest television monitor you can imagine.
Digital spells freedom for creators and freedom of choice for readers. Digital offers a free world of possibility. Now how do we handle all of that potential. More importantly, how do we handle that four letter word: F-R-E-E.
We all love to have the freedom to create as we please but face it, we all need to make a buck, especially in these terrible economic times.
My suggestion is that now is not the time to get greedy. As much as we as creators want to get what we deserve, consumers are looking for the best deal possible.
I for one, as a consumer, will look at all the free content I can get before spending a dime on digital content. I will look at every free website and I know that there is a ton of great stuff that would take me years to read. Just look at the hundreds of pages of dynamite material right here at CO2 Comics. Hey, I’m in all my glory because guess what…it’s FREE! FREE! FREE!
Now, on the outside chance that I’m an unusual cheapskate, tightwad I have to wonder how the folks selling digital content for prices that resemble regular comic prices are making out.
I’ve seen the reports that brag sales of digital content for mobile devices that are ten times that of last year and I have to be impressed but what does that really mean? First I have to remember that this technology is only about a year old. How many downloads did they sell that first year? Ten times what?

Captain Visual's big Book of Balloon Art
Since July my first book for the iPad Captain Visual’s Big Book of Balloon Art, which as an e-book sells for $11.99 as opposed to a $24.95 book in print, has increased in sales by 1500%! That is an incredible increase especially in a ridiculously slow market. I bet you want to run out and see what all the fuss is about don’t you?
Well I’m happy to brag about those numbers all day but the truth is I sold one e-book in July. Go ahead, do the math. That’s right. I’ve sold 15 copies in the last six months. At the same time my print copy has sold only six times as many copies as I sold in July but that is six times three at more than twice the price.
You can see how a positive spin can influence a consumer and even a producer interested in digital content.
Publishers will often compare the success of digital content to the slacking sales of a hardback edition but neglect to tell you how the paperback is outselling both.
Digital content is a new toy for the comics industry. Don’t rush in ill informed. Don’t tie up your digital distribution rights based on clouded numbers. Don’t become a statistic in a digital bookstore with an app provider that promises you a gateway to an exciting new market that is yet to be defined.
Don’t throw away your freedoms yet.
My opinion is that digital content should be considered disposable content and should be priced accordingly.
I can’t see selling a digital comic for more than the price of a can of soda or a candy bar. I want to be ravenous about what I want to read regarding comics. I want to read as much as I can and I am not excited about storing the content the way I am excited about collecting a comic book. Sell me the comic for 99¢ or a subscription of 12 for $10 and I’ll be happy.
This is our time to reach a wider audience than we could have ever imagined. We want the world to see our comics. Our intellectual property. A hundred thousand people might be willing to spend a buck on a digital comic like they do on music but raise the price and you will see those numbers fall dramatically. Would you rather sell a hundred thousand e-comics at a dollar or one thousand e-comics at two or three dollars?
Be willing to wholesale your comics and you will find a greater audience. If you don’t believe me look at the Walmarts of the world. They find their success in selling large quantities at the lowest possible price and they are making dinosaurs out of their competition.
Marvel and DC will continue to dictate the market and control the IP of the comic world if everyone is enticed to follow their lead into overpriced content. The market for independent comic publishers will always remain constricted if we continue to price our product where only the hardcore fan is willing to pay for it.
Reach the masses by selling to their pocket change and you will have a property that everyone wants and is eventually willing to pay top dollar for.

At CO2 Comics our comics are free as I mentioned earlier. They are free because we want you to read them and we have faith that you will respect the properties and want to support the creators by buying their works or services that are or may be available for sale.

We expect that if you enjoy the material you will share it with your friends offering greater exposure for the creators and their property. You look all smart, cultured and influential and we reach more readers. Win! Win!
We also know that if you can get the work for free right here you are less likely to download from some torrent site where the creators have no control or benefit at all from the piracy of their works. Thank You!
This decade will be less about reinventing comics as it is about reinventing how comics get to the consumer. We plan to reach as many of you as possible. In the process we will make great comics that will generate revenue in creative ways for the creators.
What do we want from you? Just some respect and your willingness to spread the word. I think it’s a great deal. Don’t you?
Enjoy the next decade! We plan to!
Making comics because I want to.
Gerry Giovinco
