“But if there is a lesson here, it’s this. Comics are too expensive, You make them cheaper, much cheaper, and people will buy them. Buy lots of them. Buy them more than anything on Amazon.” – Rich Johnston
Actually, no. Comics are not ‘too expensive’ at all. Some of them are pricey, like $50-100 omnibus editions, but they’re very much in line with what everything else costs, particularly printed matter (trees, ink, and labour are not “free”, Johnston).
If automobiles were 90% off today, and people who liked automobiles and had a couple already and might like some more splurged on a bunch of cheap automobiles, we would not take home the message “well, automobiles are too expensive,” because that would be utterly stupid. We would take home the message that “people like a deal” and “90% off is a good deal”.
But comics go on a sale–admittedly one that is entirely in error according to Johnston himself–and the message he takes away from it is “well comics are just too expensive and ‘people’ would buy more if we sold them for less than it cost to print them, let alone pay the creators.”
Talk about the self-loathing of comics fans…