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    Marvel head: Creativity will drive comics in 2012

    PHILADELPHIA (AP) — Stop counting comic books out.

    That's the assessment of Dan Buckley, publisher and president of Marvel Comics, the long-time purveyor of stories about the exploits of characters including the Fantastic Four, Spider-Man and the X-Men.

    The industry, which reported modest increases during the recent recession, is still growing, though the level has tapered off, Buckley said. But it still remains vibrant because of the creativity engendered by new characters, reboots and, in the case of rival DC Comics, a total relaunch that generated new interest and buzz, something that other publishers benefited from.

    "This is an American storytelling medium that people love and respect," Buckley said, noting that Marvel retained its ranking as the top comics publisher again last year. He attributed the company's success to deeper storytelling and moving readers with the deaths of some well-known characters and the reinvigoration of some old favorites, too.

    Diamond Comic Distributors Inc., a Baltimore-based company that distributes comics, graphic novels and pop culture merchandise to more than 4,000 shops worldwide, said that while DC held nine of the top 10 top-selling comic titles for the year, Marvel held the biggest share of the market.

    Diamond said Marvel remained atop thanks to demand for issues like "Fantastic Four" No. 587, which featured the death of the Human Torch, and "Ultimate Comics Spider-Man," which saw Miles Morales take up the mantel of the wall crawler after Peter Parker's death.

    That helped give the company a 37 percent dollar market share and a 41 percent unit market share.

    That, along with DC's New 52, created more interest from new and first-time buyers, and the outlook is set to be similar for 2012.

    "Sales of comic books were quite strong in the second half of the year, led by the September launch of DC's New 52 comic books, and that positive trend has continued in the months since," said Diamond President and CEO Steve Geppi. "With a full slate of high-profile new projects scheduled for next year, we are optimistic that comic book sales will increase again in 2012."

    Buckley, who joined the company in 2003, said the uptick in sales from 2010 to 2011 — up 1.2 percent industrywide — is further proof that buyers will be there, whether in the shops or online through digital comics, if compelling stories are written and drawn.

    "It's huge — social media and the way we speak to each other. The opportunities are just fantastic out there," Buckley said. "Let's stop talking about how this is going to end because I've watched this try to end three or four times already, and it doesn't end."

    Marvel, for its part, is planning a massive story that pits two of its most famous teams — the X-Men and the Avengers — into a 12-issue mini-series as they brawl over the return of the Phoenix, one of the publisher's most powerful characters. That is set for release starting in April.

    "We all want to see the best of the best go against each other — Lakers & Celtics; Ali and Frazier; Yankees and Red Sox. And in comics, it's the Avengers fighting the X-Men," said Axel Alonso, Marvel's editor-in-chief. "This is the kind of high-octane, action-packed story that fans demand while also having a profound effect on every character involved — and reshaping the Marvel Universe in its wake."

    ___

    Follow Matt Moore at www.twitter.com/mattmooreap.

    ___

    Marvel Entertainment is owned by The Walt Disney Co.

     

    36 comments

    • timt  •  Hauppauge, New York  •  1 mth 10 days ago
      I buy only one comic series. They are to expensive!! $3-4 dollars for one comic book!!
    • Paul R  •  1 mth 10 days ago
      They killed of Peter Parker and the Human Torch? boooooooo
    • Strapmonkey  •  1 mth 10 days ago
      The X-Men comics I read as a teenager in the 1980's taught me that honesty (especially when it hurts) and perseverance in the face of adversity would see me through, and make me a better human. That may be, but that strategy relies on the basic decency of the majority of human beings, and especially those in power. The power elite in this country have shed all pretense of human decency, and honesty and forthrightness in today's America will do nothing but send you to prison or an early grave. I wonder, what are the story lines of today's comics doing to prepare today's youth for the adversity they face, in this country and abroad? That unethical, immoral and selfish behavior will win the day? If comic books wish to remain relevant and meaningful as instruments of social education, they're going to need more than the untimely death of a handful of characters. The writers are going to have return to the soul searching examinations of the human condition that once made comics a viable tool for teaching young men (and women) about what it really means to be a hero, warts and all.
    • bradito  •  Los Angeles, California  •  1 mth 10 days ago
      No, gimmicky crossovers, non-events that'll eventually be retconned (the death of the Human Torch) and dumb cash grabs like DC's "The New 52" will drive comics in 2012. Same as any year.
    • joe g  •  1 mth 9 days ago
      The problem is in the lack of skilled creativity, they throw out garbage in two days cause they wanna ship out as many as possible, they keep old fossils who've more than worn out their creative mind and the only way they can get peeps to buy them is to kill off a major character then all the sudden sales spike, then because they produced seventy million copies of it, its worthless and has no collector value behind it, as for marvel, looking towards what is it now a fifth bankruptcy, just keep in mind stan the man himself claimed those issues you went out and paid out the rear for cause they were numbered 1 of 100(example) and had that special signature from the writers, well they produced thousands even thought they claimed they were limited and rare, you screw your buyers they quit buying, and how about a marvel comic movie that doesn't consist of the lowest sales characters in comics.
      lets see hulk comics sales to date profit from begining a few million, show that same lame character on the big screen 300+million, its why they use the lame titles for movies, hulk, fantastic four, daredevil, electra, thor, iron man, lowest sales issues around, and lets not mention how the internet killed comics, they we're rare and hard to find and that increased the values, now its two clicks and any issue you want, thanks internet for devaluing the collectables market, you really think baseball cards fell off, try no longer hard to find or get
    • David  •  1 mth 10 days ago
      How about 'Lil Archie & his pals robbing & beating up Richie Rich, only to suffer the wraith of Hot Stuff & Casper's bad ghost buddies? I'd buy THAT for a dollar!
    • Timothy E  •  Columbia, South Carolina  •  1 mth 9 days ago
      The Marvel House of Ideas has'nt had a good idea since the early 80s . They constantly fall back on the " lets kill off a charecter " bandwagon . Until they clean house they will just keep recycling bad ideas ,
    • yappinmutt  •  Elmhurst, Illinois  •  1 mth 10 days ago
      This just in - Pizza Hut CEO says quality of food will drive pizza in 2012.
    • MrMike  •  1 mth 10 days ago
      How about some fresh storylines from writers and better art.
      Tired of the death of... and then the resurrection of.....
      Also, how about a little respect for the characters.
    • Wayne  •  New Freedom, Pennsylvania  •  1 mth 9 days ago
      I remember when Comic's were $.60 and $.75 each and when there was a special edition of a comic for whatever reason it may havebeen as much as $1.50 and as a kid that was big money, if they would just lower the price they would see huge increses in profits, the average kid with an allowance cannot afford more than a few comics a month now, as when I was a kid and I read 15 to 20 titles on a bad month, more on a good month.
    • Jim  •  Stafford, Virginia  •  1 mth 9 days ago
      Once upon a time, you could walk into the local newsstand and plunk down 12 cents for a comic. Now they're 4 - 5 bucks each. The increase in prices far above inflation is what drove me away from them years ago.
    • Dutch  •  Walnut Creek, California  •  1 mth 10 days ago
      #$%$ it! I live in San Francisco, not Walnut Creek.
    • SRV  •  1 mth 10 days ago
      Where can you even buy them? They are no longer @ grocery stores, drug stores, et all!?
    • yappinmutt  •  Elmhurst, Illinois  •  1 mth 10 days ago
      This just in - president of Barnes and Noble says writing will drive book sales in 2012.
    • yappinmutt  •  Elmhurst, Illinois  •  1 mth 10 days ago
      This just in - head of major league baseball says hitting will drive baseball in 2012.
    • John Small  •  1 mth 9 days ago
      Creativity hasn't driven comic books since around 1985 or 86. based on what I've seen in the medium in the past couple of years, I don't expect that to change anytime soon. The new DC stuff that is spoken of so highly here is mostly crap as far as this longtime comics reader is concerned; with the exception of Spider-Man and Captain America I was never much of a Marvel fan, and even these two characters have been bungled in recent years. As odd as it may sound coming from someone who is pushing 50, about the only comics worth reading anymore are the Archie titles - and even they are a pale shadow of earlier years.
    • J-Bo  •  1 mth 10 days ago
      Marvel has let too many people into the Avengers that have no business being there; Spider-Man, Wolverine, Thing, Iron Fist, etc.
    • Darius03  •  1 mth 10 days ago
      Gladstone and Disney shuld create break-out comics for Huey, Dewey and Louie. Also action issues with Goofy and Pluto as superheroes. And Uncle Scrooge alias Prof. Xavier.
    • Situational Awareness  •  Raleigh, North Carolina  •  1 mth 10 days ago
      Whatever. Marvel can't decide who's alive or dead this week, ie, Thor; and DC just rebooted the whole line, AGAIN. I gave up on comics a few years ago, but I still check Wikipedia now and again to see if there's anything worth buying in graphic novel format. There isn't.
    • Bradley  •  Champaign, Illinois  •  1 mth 10 days ago
      O RLY? *lol* I smell a rigged fight. It's simple really: Marvel Comics in the 21st Century is ONLY interested in hyping up their Avengers, at the total expense of everyone else.

      And the X-Men? Please. In the comics they've been undercut and disrespected _relentlessly_ since _House of M_ hit in 2001. This isn't going to be Ali/Frasier--this is going to be Chael Sonnen pounding on some limp, half-starved (half-extinct) wet noodle half his size because the steroids just _aren't enough_. And so there's going to be ONE long event versus two? Whoopty.

      This event-driven business model is still as mechanical as Rock-em-Sock-em Robots, and only 1/10th as fun. Seriously, you know you're in trouble when _DC Comics_ shows up five-plus times in an article "about" Marvel.

      Calling it now: This is either going to be a _complete_ reboot back to the status quo, pre-2001, or Marvel is just going to use this as an excuse to "Make Mutants Extinct On Purpose in 2012." Either it will be an admission that they screwed up, or it'll be more of the same massive lameness as usual.

      And I'm saying this as a fan of Spidey and the FF as well as the X-Men: I STILL plan to boycott the _Avengers_ movie. No reason why I shouldn't. If you're a fan you know why too.
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