Tuesday, August 21, 2012

Favorite Comics Part Eight: Love & Rockets (Part 1)


Love & Rockets (the comic book, not the band... for those who don't know, the comic came first), is very high on my list of all-time favorite comics, and one of the single most influential on my art style and approach to comics. Like a lot of books from this time period I didn't catch on immediately. My lack of access to a direct sales comics shop was the primary reason for this. It was only through the enthusiastic reviews of a couple of friends of mine who were more adventurous than I that I finally read L&R. I think I read the first four or five issues in one sitting. I've been a confirmed fan ever since.

While it's been on my list of books to write about for this project from the beginning, I have been hesitant to begin. A lot has been written and said about Love & Rockets, and I'm not sure what I have to add to the conversation. L&R by itself is a complex work, and my own reactions to it are complex as well. Trying to find a focus for this article has been difficult.

I have heard Gilbert and Jaime Hernandez, the primary creators of L&R, referred to as “the most important comics creators of their generation.” This is a generation that includes Frank Miller, Alan Moore and a host of other significant writers and artists, so that is a pretty remarkable judgement, and one I don't completely disagree with. It is not just loved by fans, and they tend to be rabid supporters, it is one of the most critically acclaimed comics of the last thirty years.

That wasn't always so. When the first Fantagraphics issue came out in 1982 a reviewer for Amazing Heroes, R.A. Jones, was less than receptive. I'll let his words speak for themselves;



So, Jones seem to think L&R was dated and hopelessly rooted in the past, when what actually happened was that L&R was the vanguard of a new generation of comics creators. While thoroughly immersed in the comics traditions that came before, a much broader spectrum than the Underground Comix Jones refers to, L&R presented a unique outlook and voice that has changed the approach to what comics can be. Rather than a pastiche of a dated past it represented a future not yet fully understood or comprehended.

The reasons I feel this way are mixed in with my experiences of reading the book. But, there are a few things I can say in general. L&R was post-modern. The Brothers Hernandez (and in the earliest days of the book, brother Mario contributed as well), threw everything they knew and loved into their work. Their influences came from the traditional superhero comics, but they seemed to incorporate everything they read: Romance comics, Archie comics, Sci-Fi. Their characters lived in a world where everything that existed in comics existed. The day-to-day lives of the characters were the normal stories of people with jobs and families and relationships, but it was easy to imagine that the Fantastic Four were fighting giant space monsters just over the horizon, that you could run into Betty and Veronica at the local fast food joint, or that the neighbor kid was Dennis the Menace. As a comics fan of their generation who had grown up devouring all of these it was as if the Hernandez Brothers had delineated the world I had always lived in in my head, and somehow it all fit together.

And it wasn't just comics that served as an inspiration. Anything they were fans of made its way into the comic. Monster movies, music, television, and wrestling (particularly the masked luchadore tradition), all went into the mix.

The cover of a police lineup of fantasy figures with a real woman in a housecoat summed this up. It was intriguing and stood out as being something very different than what we had seen on the racks before.





This drawing by Jaime was inspired by the Punk Rock artist Raymond Pettibon and his artwork for the back cover of the Black Flag single Nervous Breakdown.






The Hernandez Brothers were among the first distinctly Hispanic voices in comics. They related that cultural heritage in the form of traditional imagery and folklore handed down to them through older generations as well as through their own urban experience as Hispanic youths in America. Their approach was also multicultural. Though most of the primary point of view characters were of Hispanic origin they were not the only character types present, especially in Jaime's work. The Punk Rock culture of Los Angeles that provided the backdrop for his stories guaranteed that many other races and cultures were represented as well.

It's important to me to redefine the term multicultural for my purposes here. What I mean by Culture in this context goes beyond specific racial or religious backgrounds. I want to expand the definition to include any culture or sub-culture one finds oneself a member of, in this case specifically, Comics as a sub-culture and Punk Rock as a sub-culture (though there are many others included as well). If I were to completely simplify the primary themes of Love & Rockets I would say that it is the continuing story of the attempt to define oneself, within the strictures of the various cultures to which you belong and identify with, and against the expectations they bring with them. A recurring idea is that as characters grow and age, which they do in this series, they often become something they never dreamed of in their youth.



While the cast was large and varied, both Gilbert and Jaime focused on female point-of-view characters, and both managed to create some of the most fully-realized women characters in comics. Their protagonists were real, with a fully human spectrum of emotions, motivations, strengths and flaws. Unlike the standard, idealized superheroine form, the women who populated L&R also showed a full range of body types, and just like real people, their bodies changed over time.

Some of the varied female residents of Palomar.

Maggie Chascarillo at various points in her life.

They were also able to present the reality of human sexuality in ways that always felt real and not exploitive. There were characters who were straight, gay and bi-sexual, transvestites and transsexuals the polyamorous and the chaste. There were characters in committed relationships and those who were promiscuous. Characters were tempted and fell in love and fell in lust. Sex was presented as powerful, life-changing, emotionally messy, romantic, prurient, ridiculous, embarrassing, hysterical and confusing... just like it is for all of us in real life. It was a topic that stood on equal footing with everything else that went on in the characters lives. There are scenes I'm sure some people would view as pornographic (and the book is really not meant for kids, for a variety of reasons), but if L&R is porn, then so is the life of everyone I know.

L&R can be difficult for a new reader to jump into. Like Marvel and DC, at this point the L&R universe has a long history. Reading the latest installment has great meaning for me, but only because I have watched these characters grow for thirty years. They are old friends by now, and I know the back story that has brought them to their current place. If you don't know that back story, it's just events happening to strangers. Even though the series has been collected in various formats over the years it's not as simple as saying “Start at the beginning.” Unfortunately the original format and printing history can make it difficult to follow, though it has gotten better than it used to be.

L&R was originally a magazine-sized black and white comic. It is important to note, for those of you who have never read it, that its contents were never simply one big story. L&R was essentially an anthology featuring separate stories by each of the brothers. Over time both Gilbert and Jaime developed recurring casts that they focused on (loosely speaking, the Palomar stories and the Locas stories, respectively), but they both contributed tales in each issue that had nothing to do with their longer, continuing narratives.

It was obvious in the beginning, like many young creators, that they were experimenting and had not yet found their voices or their style. If you pick up the original issues, or read the original trade paperback collections that presented the issues as they first appeared, the experience can feel a little choppy and unfocused and are likely to make the uninitiated wonder what all the fuss is about.



More recent collections have streamlined the experience, collecting each of the brother's main stories separately.







This is probably the best way to read the best work by both of them, or only the one you're most into, but all of the extra stories, those outside Palomar or Locas, are missing. 




While not as essential, the lack of side characters like Errata Stigmata and the adventures of Rocky and Fumble lessens the overall L&R experience.

Errata Stigmata
That's Rocky and Fumble in the lower right.
The central figure is Cheetah Torpedo.


I'm pretty sure I haven't done justice to the series. It's difficult to talk about just why this book has been so important to me. Part of it, the part that a new reader simply can't experience, is the concurrent growth of the series with my life. These characters have been with me for thirty years now. As the circumstances of my life have changed, as I have grown from a twenty-something to a fifty-something, these characters have gone through similar changes. They feel like old friends, friends with whom I have an investment of time and emotion. I go about my life and they go about theirs, and once a year or so we get together and get caught up, discovering what has happened in the meantime, and learning more about each others journey. To new readers my old friends are simply strangers with an interesting past. For me, they are people I have shared the road with, just like real people in my life. There is a difference between hearing someone's story and feeling like you have shared it.

It's impossible to talk about L&R without considering the contributions of Jaime and Gilbert separately. While both are instrumental to the overall feel of the book, they are, in the end, very different creators. I plan on spending time with both the residents of Gilbert's Palomar and the cast of Jaime's Locas in the next couple of posts, reminiscing with these old friends of mine. I hope I can convey why I love them.

Love and Rockets and all associated characters are copyright by Gilbert and Jaime Hernandez.

Tuesday, August 7, 2012

New 5-Star review for Bedivere

Here's what happens when you don't check your Amazon page for awhile. This is the second review of one of my ebooks I've seen today. I don't even know this reviewer, but thanks!



5.0 out of 5 stars Heartfelt story of a knights memories.August 6, 2012
Amazon Verified Purchase(What's this?)
This review is from: Bedivere Book One: The King's Right Hand (Kindle Edition)
Beautifully written. I stumbled upon this book by accident...or perhaps not. If you were enthralled by Gillian Bradshaw's Hawk, Mary Stewart's Merlin, or Sarah Luddington's Wolf (strong adult content); then Wayne Wise's Griflet will not disappoint (there is a twist to this one folks -- no spoilers here) Will anxiously await the coming books as Sir Bedivere slips his memories through the veil and into the hands of Wayne The Wise.

New Review for Scratch!

In the interest of fairness I want to point out that the reviewer, Laura, is a really good friend of mine that I don't see enough of these days. She is one of my oldest, dearest friends and one of my harshest critics (and I say that in a loving and grateful way).



4.0 out of 5 stars
 
Really enjoyed this book!July 27, 2012
By 
Laura C Lewis (Wyckoff, NJ USA) - See all my reviews
Amazon Verified Purchase(What's this?)
This review is from: Scratch (Kindle Edition)
So I guess I have Mr. Wise to thank for a couple of new bruises... after dropping my Kindle on my face at 1:30 in the morning because I COULDN'T STOP READING! (Hurts a lot more than a paper book, if you're interested...)
As a native of the town upon which Appleton is based, it felt particularly "real." He absolutely captured with 100% accuracy, the cadence of life in that area, the speech, the behaviors, the small-town interconnectedness (not always a good thing, regardless of the opinions of John Cougar Mellencamp) of the citizens of Canaan. I loved the juxtaposition of Gabrielle and Scratch and the implication that one could not exist without the other, the light and the dark, the good and the bad, although I didn't think of Scratch as evil any more than a shark is "evil." It is the nature of the beast, so to speak.
Even the "other bad guy" was fleshed out in such a way that it was possible to see him as a sympathetic character. His fantasy about his future life was very sad.
There are a lot of other things I'd like to address but it would make my review too much of a spoiler.
All in all, it moved along at a snappy pace, was entertaining, thought-provoking and led up to an appropriately apocalyptic finish (a previous reviewer said something about "cinematic," and I have to agree, this book would make a GREAT movie! I'd go see it!!)
All my best to the author. I will definitely be looking forward to his future works!

Favorite Comics Part Eight: Elfquest


I took a lot of crap back in the day for being an Elfquest fan. And make no mistake, I was a fan. A really big fan. Elfquest has been easily dismissed by many comics fans (and I'm going risk sounding sexist by saying primarily male comics fans), as being too cutesy. People tended to see the art style, with the big eyes and the child-like anatomy and protagonists who smiled in wonder a lot and misunderstand what the series was about. Apparently, it appeared girly, or silly, or too pretty at a time when Miller's Daredevil and the Wolverine mini-series were starting the grim-and-gritty ball rolling. As popular as fantasy has been in fiction, as Lord of the Rings has proven, there are still a huge contingent of people who just can't take anything with elves or other fantasy creatures seriously. Weird aliens and Lovecraftian monsters, it seems, are just fine, but dragons and fairies push the bounds of acceptance.

Whatever. Elfquest was so much more than what people assumed.


Monday, July 16, 2012

Alice Cooper: Meeting the Monster


I saw Alice Cooper at Stage AE in Pittsburgh last night. Anyone who knows me knows that Alice has been one of my favorite performers since I was very young. I blogged about my lifelong fandom last summer, the last time I saw Alice. You can read that post HERE.

I've seen Alice more than any other big name musician, and he never disappoints. His live show is an amazing piece of theater, and at forty-plus years into his career Alice is still a vibrant performer with an amazing stage presence. This time was different, though. This time I got to meet him.

I was actually considering skipping the show this year. As much as I know I will have a good time, I had just seen Alice a year ago at the same venue. Things have been pretty busy in my life, so I was putting off buying tickets (knowing full well that I would probably cave on the day of the show and go anyway). But providence stepped in in the form of my friend Abby Krizner. I've known Abby for going on ten years now. She was guitarist and one of three vocalists for local band The Motorpsychos for several years and now fronts Fist Fight inthe Parking Lot. Since I've known her she has also become DJ at The X (WXDX), Pittsburgh's hard rock station. Abby came out to hang out with me on my recent birthday weekend and tucked into a beautiful card with a touching note were two tickets for Alice (the tickets were awesome, obviously, but the note from Abby was beautiful and in the big picture of my life, more important).



So I planned on going. Yesterday around noon I received a phone call from Abby telling me she had managed to get my name on the guest list for the post-concert Meet & Greet! Okay, maybe this is more important than the heartfelt note of friendship. Whatever, I owe Abby big time.

So I went to the show. Alice was awesome, as always. Any specific review of the show I could give would just be repeating myself.

I do want to make a brief detour to mention the opening band. Blue Coupe is comprised of Dennis Dunaway, the original bass player for the Alice Cooper Group back in the 60's, along with Joe and Albert Bouchard, founding members of Blue Oyster Cult. They rocked the place down. They played a lot of new material as well as some BOC classics like Godzilla and Don't Fear the Reaper. They have a new album out. Go to their website and give it a listen.(http://www.bluecoupeband.com/BlueCoupeBand/Welcome.html).

When the show was over we made our way over to the line for the Meet & Greet. It was, of course, mass confusion to begin with. There were several levels of guests to sort out. Some were on the guest list as friends and family of the band. There were winners of radio contests. There were the holders of special, really expensive VIP tickets who got a lot of swag as well as getting to meet Alice. I confirmed I was on the list, got my pass and eventually got in the line I was supposed to be in.



Then we waited. There were a lot of people there, and Alice is gracious enough to do something like this for his fans late at night after putting on a high energy show, so I was fine with the wait. Apparently not everyone feels the same way. A few people showed up really intoxicated. It's an adult show. They sell alcohol there, so of course people are going to drink. But really? You get the chance to meet Alice and you show up too drunk to stand straight? It's no big secret that Alice is a recovering alcoholic, so just out of a little bit of respect for him, this seems like a bad idea. Luckily, the Stage AE staff were all over this. I watched as the Events Coordinator simply peeled their VIP stickers right off their shirts and had them escorted out. No muss, no fuss, taken care of before anything got out of hand. I heard some slurred mutters of “This is total bullshit!” but there was not a scene. Bravo to Stage AE.

Our line finally started moving (and when I say “finally” it had only been a half an hour or less). We moved up a staircase next to the stage and were ushered into a hallway, where we waited again for a short period. Right around then the couple in front of us, who up until this point had been fine, really started bitching.

I tell you what,” she said, “I'm giving them about two more minutes to get this line moving or there's going to be trouble!”

Really? I'm thinking the only trouble is you being escorted out and blowing the whole reason you're here. This event isn't about you. You're not the only person here. And really, even if you won a contest or something, Alice doesn't really owe you anything. He's doing this because he does appreciate his fans. There were a lot of people looking forward to meeting him, and from my perspective, Stage AE did a remarkable job of herding cats and keeping things moving and organized. Sorry this opportunity is taking time out of your precious life. You have an opportunity to meet a music legend, someone you are apparently a fan of, and this half hour inconvenience is enough to make you pissy and snarky?

Well, luckily for everyone I suppose, the line started moving in a couple of minutes and we were spared your scene.

We entered what looked like a small kitchen area that led into another room. From there I caught my first glimpse of Alice. He was shaking hands with everyone and had a photographer there taking pictures, free of charge, to send to our email addresses. They also allowed everyone to take their own pictures.

I wasn't really nervous. I thought I would be. Alice has been on the top of my list of favorite artists for a long, long time. But, I'm not twelve any more, and I've met and/or interviewed a lot of other musicians and big name comics creators over the years. So I didn't feel the nervous butterflies I expected to. I was happy and excited, but not enough to be stupid.

My turn came. Alice shook my hand and immediately commented on my shirt. The image comes from the comic book adaptation of his Last Temptation album, written by Neil Gaiman and illustrated by Michael Zulli. It's a one of a kind t-shirt, made for me by my friend Marc Greisinger. We had a very brief conversation about this, because even with Alice Cooper my conversations revolve around comics. He seemed pleased when I told him my 89-year-old mother had told me earlier in the day to “Make sure to tell Alice I said Hi.” He put an arm around my shoulder, we took a couple of pictures, and then it was over.



I didn't expect more, and I am thrilled to have had this opportunity. Alice was genuinely nice, and for all of the production line nature of the event it didn't seem like he was just going through the motions. I think Alice appreciates his fans and feels a real connection to them. This is his way of giving back to the people who have supported his career. I think he loves his life and loves his fans.

For all of his dark imagery over the years it wasn't Alice who was the monster last night.

Thursday, July 12, 2012

Do Anything Exhibit in San Diego


I was recently asked to write a post on the Pittsburgh Small Press scene for a gallery show currently running in San Diego, California. The show, DO ANYTHING, is curated by my friend Chris Kardambikis and features a number of Pittsburgh artists. My article was posted on the show's Tumblr page, but I wanted to archive it here as well. Some of the topics I cover here I have already written about in some detail in previous posts.

For more info on DO ANYTHING check out their Tumblr at http://doanythingexhibit.tumblr.com/

Here's the article:


When Chris asked me to write a post on the Pittsburgh small press scene for this exhibit I was both flattered and a little overwhelmed. I don't know what's happening in other cities, but Pittsburgh is exploding with DIY publishing in a wide variety of formats and fields. Try as I might, I will not be able to mention everyone currently involved. So, rather than try to make this a comprehensive listing I decided to instead offer a little historical perspective.

I've been involved in the comics and small press scene here for a little over thirty years. The phrase “Elder Statesman” has been uttered about me by a number of people. I don't know about that, but I have been witness to a tremendous amount of change in self-publishing and the 'zine community.

I first started publishing mini-comics way back in the late 80's. These were the days when once you wrote and drew your own comic you then had to figure out the layout and then spend hours at the local copy center doing paste up, making copies, collating and stapling your own books. A lot of people still do this, I realize, but back then it was really the only option.

There was a huge, by the standards of the time at least, underground community of self-publishers selling their mini-comics and fanzines through the mail. A magazine called Factsheet Five provided a place to get your work reviewed and advertised. There were others, but F5 was the big one. A very small handful of friends and I jumped into this headfirst, following in the footsteps of Underground Comix pioneers like R. Crumb, contributing to music and comics 'zines as well as publishing our own.

This brings me to what I see as probably the biggest change since then. There were, to my knowledge at the time, four people in Pittsburgh participating in this scene. I know better now, but then we simply had no way of discovering or communicating with them other than random encounters at comics shops or finding a local address in one of the 'zines. The Small Press Artist's Alley was not yet a part of conventions around here either. Other than minor feedback from the few people who ordered our books we were operating in a vacuum. Those days are gone. Last year I attended a 'Zine Fair at a small gallery on the city's Northside and was thrilled to see over fifty vendors with an amazing variety of product: Comics, music 'zines, poetry chapbooks, art 'zines, political commentary, feminist essays, autobiography and fiction. I would have killed to have found that kind of community in 1989.

A mini-comic called Grey Legacy that I produced with my friend and collaborator Fred Wheaton ended up winning one of the very first Xeric Grants from Peter Laird in 1993. This gave us the opportunity to experience self-publishing on a national scale in the pre-internet, pre-Print-On-Demand era. We were guests at the very first SPX in Bethesda. I don't have a list of guests from that show, but there were maybe twenty of us, including established creators like Dave Sim and Steve Bissette. Nowhere near the hundreds who participate now. Nowhere near as many as at the Pittsburgh 'Zine Fair for that matter.

I'm not the only Xeric winner in Pittsburgh. Tom Scioli, one of the contributors to this exhibit, won in 1999 for The Myth of 8-Opus. I wrote a cover feature on him for a local newsweekly at the time. Pittsburgh is also home to Rachael Masilamani, 2001 Xeric recipient for RPM Comics.

At the same time that I was publishing Grey Legacy I taught a class on Comics For Kids through a local community college. One of my students was a very young man (like 8 or 9 years old), named Eddie Piskor. You can see his work in this exhibit as well.

In 1997 I started working at Phantom of the Attic Comics (nominated for the Eisner Spirit of Retail Award in 2009). Phantom has always been supportive of the small press and while working there I have seen the scene explode. Our store has become one of the centers for this activity and, I like to think, has helped foster the community by carrying their product and facilitating connections. It was there I first met Chris Kardambikis and saw the amazing books being produced by Encyclopedia Destructica. It was there I saw Unicorn Mountain go from an idea in Curt Gettman's head to an amazing series of art books. Jim Rugg brought us early mini-comics years before he became a well-known professional. Pulitzer-nominated editorial cartoonist MattBors sold us mini-comics versions of his now nationally syndicated strip Idiot Box while he was a student here.

In addition to Phantom Pittsburgh is home to Copacetic Comics. Proprietor Bill Boichel is a long-time fixture of Pittsburgh comics and runs one of the most idiosyncratic and Indy friendly stores you'll find anywhere. We also have the Toonseum, one of only three museums in the country dedicated to comics art. Both of these serve to connect and expand the comics community here. 2009 saw the launch of PIX, the Pittsburgh Indy Expo to huge success. We're not SPX yet, but the first two years of the show have been very strong.

I continue to see new work by local artists, self-published and digital and fully believe we have not seen the end of successful comics in Pittsburgh. It is very gratifying on a personal level to see this world I have been involved with for so long continue to grow and expand and begin to be taken seriously. An exhibit Like Do Anything would have been unthinkable not that long ago.

Tuesday, June 12, 2012

Comics and Taking Chances


Recently, in a comics-related Facebook group I participate in, there was a discussion about Marvel and DC not taking chances or risks with their publications. This sparked a fairly long discussion where many people listed things they believed were examples of risk-taking, both current, such as DC's New 52, and past, Watchmen being named. I wanted to post several comments, but much of the conversation had gone by before I read any of it. The more I read, the more thoughts and ideas on the topic I had, more than there would have been room for on the thread.

Hence this blog entry.

It seemed to me that the entire conversation had a narrow focus that only applied to already established comics fans. I also realize that I disagree with many of the things that were stated in the discussion. I don't want to single any of my friends out in a “NO, You're Wrong!” kind of way. This is a big topic and there are lots of ways of looking at it. So, I apologize if it seems like I'm bashing anything anyone said. These are my thoughts and I welcome discussion on the topic.

I think, at the heart of this discussion, is the age-old question all diehard comics fans ask; How can we get more people to read comics? We love them so much, why can't other people? What can we do, as individual fans and as an industry, to turn more people on to the medium we love?

One of the answers is the belief that if the companies took more risks they would attract more readers. While I agree with this in principle there is a problem with the definition of what “more risks” actually means.

DC's New 52 was a risk, and in the short term it has paid off, for DC and for comics retailers (and for some fans, depending on who you talk to). But, it was a risk within the bounds of the established comics fan base. The real risk was alienating already established fans. As someone who spends a lot of time on the retail side of the comics counter, what I've seen is renewed interest on the part of lapsed fans. Some old faces have come back. Sales have been good, but only to people who already read, or have read, comics. I have not seen hordes of uninitiated new readers storming the castle for the new issue of Ravagers. Or Batman for that matter. The convoluted and overlapping continuities still prevent new readers from embracing comics.

The introduction of gay characters, whether it is the Golden Age Green Lantern or a continuation of the Northstar storyline are not risk-taking moves. There have been prominent gay characters for years. I recently read an article in an issue of Amazing Heroes from 1987 that focused on gay characters in comics. This has been true at both Marvel and DC for a long time, but even more so in independent books. A significant portion of the entire cast of Love & Rockets have engaged in various alternative sexualities for three decades now. But that's not news, because outside of comics no one knows what Love & Rockets is. For that matter, lots of people within comics have never read it to know how naturally the topic has been part of that series since the beginning (and that's part of this whole issue I'm going to come back to). Gay characters are showing up in the news right now because it is part of our national conversation, and while I'm all for diversity, I don't see this as particularly risky. It will attract attention for a day or so, a few extra people will buy the comics because of the press, most in the mistaken belief that “someday this will be worth something!” and then never come back. It doesn't produce new, regular readers.

Before Watchmen is not a risk-taking venture, nor does it speak to new readers. The whole Alan Moore/creator's rights issue aside, this project only speaks to established fans. It is capitalizing on an old, successful product and capitalizing on the controversy this will stir within the comics industry. Yes, we sold a ton of copies of the Watchmen TP when the movie came out. That was because it was a self-contained story with a beginning, middle and end for $19.99. I can probably count the number of regular, returning readers this produced on one hand. A very small percentage of people who saw the movie and bought the TP will even know Before Watchmen exists, and even if they are interested it will cost them $135.66 (plus tax in some states), to read the whole thing. How many casual fans of the movie do you think are going to shell that out?

Which leads me to the mistaken belief that the success of comic book characters on the big screen translates into increased sales at the retail level. With rare exceptions, they don't. Watchmen did, for the reasons stated above. Scott Pilgrim did for pretty much the same reasons. But, given the enormous success of The Avengers movie, those hordes of new customers aren't showing up looking for comics. I'm not sure what I would show them if they did. None of the current Avengers books resemble the movie. They are all part of ongoing, convoluted continuities that are difficult for the long-term reader to follow, let alone a newcomer. What Avengers graphic novel would you recommend to a new reader who loved the movie? Try to keep in mind that this person doesn't have the background you do. I love Avengers Forever, but it would be incomprehensible to the uninitiated. Even when someone new has an interest there are very few good jumping on places for them. Their first attempt at reading comics makes them feel stupid and like an outsider to an exclusive club. They are unlikely to come back.

And that's one of the main problems with Marvel and DC. They continue to write stories that are aimed at a small and ever-dwindling fan base. Their stories are so intertextual and dependent on prior knowledge as to be impenetrable to new readers. The only risk-taking that takes place is changes to characters only a few people care about in the first place. This doesn't target new readers.

Which, after a lot of rambling, brings me to the main point of this article. What do we mean when we say we want more people to read comics? Do we, as readers and consumers, love comics? Or do we love superheroes? I ask this as someone who loves both. In my experience, the vast majority of people out there in the wider world, the people who consider themselves to be readers, those who buy books, the people we as an industry should be courting, simply don't give a shit about superheroes, Marvel or DC. It's harsh to say that about something we all love, but it's the truth. Oh, they'll go see the movies and enjoy them, but one look at a superhero, with the capes and tights and all of the other tropes we all accept as part of the genre, and they will dismiss it. It has been true for a long time that most people see the superhero as parody, and simply can't take it seriously as a genre. Whether it's true or not is immaterial. On any given day you can see superhero parodies on TV and billboards and magazines, advertising plumbing and pizza and anything else you can think of. Our culture does not take the superhero seriously, even though we believe it should. I say all of this as a fan of the genre who believes there are great superhero stories out there and that there can be more. But if potential readers, many of whom already have a negative connotation to the subject, are only exposed to Marvel and DC continuity they are never going to become regular readers of comics. As long as comics as a whole are perceived to be nothing but superheroes then we still have a long uphill battle ahead of us.

The problem with Marvel and DC is that they don't think of themselves as major publishers. They are owned and backed by Disney and Warner Brothers respectively, with huge budgets and fingers in multinational publishing interests. But Marvel and DC continue to create content like they were a small press fanzine aimed at a loyal but miniscule market. They simply don't entertain the idea of publishing anything that isn't part of their respective universes (Vertigo, and to a lesser extent Icon, excepted).

Neither of them would have published Robert Kirkman's Walking Dead, because it wasn't part of their universe. If they did (under Vertigo, at best), they probably wouldn't have offered the same kind of rights Image did. Walking Dead is obviously a major success. We regularly sell more copies of the individual issues of it than we do of a huge number of Marvel or DC books. The sales of TP collections go beyond that. Walking Dead isn't even that far removed from the kinds of genres traditionally dealt with in comics, but probably still not something they would have taken a chance on. This is a failure of imagination and foresight on the part of the Big Two.

Imagine if you will, a major book publisher, Random House or Penguin Putnam for example, in an effort to combat dwindling sales and woo new readers, decided to only publish Westerns. There is a small but loyal audience, after all. Now imagine that they decide to make all of their new Western books inter-related and ask their authors to do crossovers and continuing stories so that readers can't get an actual complete story without reading several or all of the books in the line. It's an absurd thought and one that is obviously doomed to failure, but that's the exact model Marvel and DC use.

And we wonder why more people don't read comics.

To truly be risk-takers Marvel and DC need to start thinking of themselves as actual, major, mainstream publishers. They need to offer complete graphic novels of a wide variety of genres that can appeal to as wide a demographic as possible. They then need to put the power of their corporate backers into advertising these books at the same level they market everything else. Ads in Entertainment Weekly, on TV, wherever. They need to launch a campaign that lets people know that comics aren't what everyone assumes they are.

Smaller publishers are already doing this, but they don't have the financial clout to make much of an impact. I was thrilled to see Ed Piskor's upcoming graphic novel Wizzywig be part of a two-page spread in Rolling Stone, being spoken of in the same vein as upcoming novels and music. Ed has produced a comic that appeals to a demographic no other comic has approached, and as a result he is finding an audience that goes way outside the usual comics consumer. Books like his will do more to reach out to new readers and new comics fans than all the crossover events and gay superheroes put together. But there needs to be more content available to keep these potential new readers. Will the fans of Wizzywig become fans of the superhero genre? Probably not. So? Do we love comics, or do we love superheroes?

The Big Two need to launch publishing branches where they can be known for publishing comics that appeal to a wider audience: different genres, different creators with different storytelling and art styles. That would be an actual risk on their part, that handled correctly would produce huge dividends, not only financially but for the art form.

But we, as fans, can't expect them to take risks if we're not willing to. When was the last time any of you, those of you who believe you are fans of comics, taken a risk at reading anything other than the comics you already read? Yes, I'm calling you out. Don't get me wrong... as a reader, of comics and books, not everything is going to appeal to you. There are genres that simply aren't my thing, no matter how well-reviewed or written something is. That's okay. But if we want Comics with a capital C, Comics as a storytelling medium, to thrive, we have to support the idea that comics can be more than what Marvel and DC offer. Writer Jeff Lemire is receiving tons of accolades for his new Animal Man series in the New 52 for very good reasons. If you like that book, have you tried his Vertigo book Sweet Tooth? Have you read Essex County, (his best work in my opinion)? Do you even know what Essex County is? Have you looked at Craig Thompson's Habibi, probably the best single graphic novel of 2011 in terms of story, art and taking full advantage of comics as a storytelling medium? How about Bottomless Belly Button by Dash Shaw, for all the same reasons in 2009? Are you going to be interested in what Ed Piskor is doing in Wizzywig when we have him in the store to do a signing, or are you going to pass it by because it doesn't have Wolverine in it?

I'm not even trying to say you should read all of this, or that given your specific tastes that you would like it if you did. But we will never answer the question of why more people don't read comics until we are able to address exactly what we mean by that. I've stated my reasons why I think the potential audience for comics, those people out there who are voracious readers but don't care for superheroes, don't take us seriously. So, when you're talking to your friends who don't read comics, what are you prepared to recommend? Stuff they will never have an interest in, no matter how good we fans think it is, or a graphic novel more in line with their particular tastes.

Marvel and DC need to take more risks, no question there. So do readers.