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Comic Retailer has Sales Tips for Publishers
by ANGELO FURLAN
Roger Steffensmier was working in a computer shop in Oregon when his mother asked him to move back to Montana. He replied that the only thing that could lure him back would be his own comic shop. Never underestimate a mom's determination, especially when combined with Roger's many years of avid comic book collecting.
Roger's been a comic book retailer for over seven years now. His shop, Fullspeed Comics, is one of the few comic shops located in Montana. After seven years working the business side of the register, Roger's passion for the industry remains as strong as ever.
Selling comics is what keeps a roof over Roger's head. So he's learned what helps to sell a title. In a recent interview with yours truly, he shared his thoughts on how publishers can help retailers sell their books.
Angelo: What kind of titles sell best? How do you gauge what your customers want? How do you attract customers?
Roger: Super-hero titles are still the best sellers. I really push PREVIEWS to my customers. There is always a copy of Previews in the store to look through. As for attracting customers, we've tried radio, TV, newspaper and flyers. The only advertising that seems to work is the ad that we place in the local free entertainment newspaper. Word of mouth is still my best tool for increasing my customer base.
Angelo: How do independent/small press titles sell for you? How can small press publishers help you move more of their books? How could publishers in general help a retailer sell more product?
Roger: Small press titles do alright, considering they're small press. The internet really helps independent/small press titles. People become aware of products I just can't afford to carry and come in and request them. I order small press/independent stuff. I just have to be conservative in my ordering.
Angelo: How can small press publishers help you move more of their books? How could publishers in general help a retailer sell more product?
Roger: If a publisher has a web site I can direct customers to, that has information, and samples of the comic, it really helps.
It's so much easier for me to promote a comic to someone if the publisher also wants to sell the comic. Some companies give this impression of 'My comic is great, you should buy it. Just take my word for it!'. If the publisher can show some excitement for their own comic, people seem to be more interested. Obviously, not everyone reads the same comic and not every comic is for everyone. If the publisher can show me why their comic should stand out from the others, I can get excited and show that to my customers. Also, think about your target audience. If your comic has mature themes, show that on the cover. Don't be ashamed. If your comic is gothic, show that on the cover. If your comic is intended for children (you know, those people that will fall in love with comics, grow up reading comics, and keep this industry going) then by golly, BE PROUD and SHOW IT ON THE COVER!!!!!
I know a lot of people cry for free samples and free comics, I don't think this is the best way to promote a comic to a reader. By nature, people are greedy. Offer someone something free and they'll take it. If they don't like it, they'll take it to the trash. If they like it, they might come back.
As I was responding to this question, my mail arrived. In it was 3 photocopy previews from a smaller company. They weren't full-color, just black & white, low quality copies. These will be laid on the counter, available for anyone to look through. Ironic, that I was at this point of the interview. This is a great way for me to be able to promote these comics to customers. If they're interested, they'll still buy the full-color issues, because these are all marked SAMPLE and are not available to the customers.
Visit Fullspeed Comics on-line:
Fullspeed Comics Home Page
Fullspeed Comics Web Forum
email Roger
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