Within a month Book Expo America 2012 will be upon us, unleashed at the Jacob Javits Center in order to bring us the latest developments in the world of book publishing. For those comic companies with an impressive catalogue of graphic novels to showcase, Book Expo America provides a place for one to woo librarians and buyers for brick and mortar businesses, ensuring that the prize jewel of one’s collection obtains the most precious of shelf space. It is an important convention, and yet is one that does not receive the attention it truly deserves. It’s an extra empty basket, presented at a time when most comic companies are well aware of the fact that all of their eggs should not go into one.
And yet some will place all of their eggs in that bin marked specialty retailer regardless.
Of course, there should be some eggs in that bin! Quite a few! The comic shop retailer should be wooed—must be wooed—if a company desires access to long-standing readers of graphic novels and, as always, fans of the superhero genre. But that relationship should not be maintained at the expense of other avenues of revenue. Appealing solely to specialty retailers has resulted in the isolation of the comics industry, cementing the reputation of reading comics—now considered collecting comics—as a mere hobby instead of the legitimate engagement in a literary medium it should be. Major book publishing conventions, such as BEA, are family tables awaiting a Prodigal Son. Some have returned; some have not. For those of you noting a lack of DC and Marvel, I assume that both publishers will be heavily represented at the Disney and Warner Bros. booths. However, when neither shows up in a simple search for graphic novels, one can’t help but be a bit dismayed. In addition, Disney is located a distance from the other comic publishers (yet is smartly located near the ever-popular Children’s Pavilion); Warner Bros. is on an entirely different floor.
For DC in particular, this move is confusing. With the soon-to-be arrival of the Before Watchmen line, which will no doubt be available in trades shortly after the pamphlet debut, DC desperately needs an arena where it can reach potential readers who have yet to be tainted by the controversy surrounding the project. Those readers will be found in bookstores and libraries, and their suppliers will be found at BEA. Unless DC has decided to aim the Before Watchmen project at mainstream superhero fans instead of the free marketing resource of scholarly devotees that has made Watchmen a critical darling and commercial success—a bizarre move in itself—Book Expo America is a must.
Though it is clearly understood why the comic companies appearing at BEA desire separate booths, joining together to lobby for advantageous locations or other perks appears to be a good idea in theory. It would ensure that comics are clearly represented at BEA in one physical block. Also, joining together might allow for the pooling of resources or access to bulk discounts. Perhaps the feasibility of such an idea should be tested at later exhibitions?
I plan to be at Book Expo America and also plan to take a moment or two to peruse the booths exhibiting graphic novels. I’ll be sure to report back what I find!