‘Geek’ culture is an a zenith right now with comics now seen all over the place, but back in the distant days of the 1980’s things were different. Comics were still very much a minority medium, and the comic book a niche product for mainly children and collectors; however by the late 80’s the seeds of today’s ‘Geek’ culture were sown when the UK’s direct market exploded after the boom created by work such as Watchmen and Dark Knight Returns, and in the run-up to Tim Burton’s Batman film, the industry hit what was considered by some at the time, as a peak.
Before I go on it is best to explain things in a bit more detail which may get a wee bit dry so stick with me here. The direct market in the UK took years to build up as comic shops slowly appeared (albeit normally as parts of a wider SF/fantasy bookshop) during the 1970’s in cities like London, Bristol and Edinburgh. In the early 1980’s comic shops started to really spring up with the growth of the American direct market, thanks partly to Titan Distributors ensuring there was a distributor of American comics based in the UK. In the mid-1980’s a number of competitors to Titan sprung up so there was nothing like the monopoly we have today where you only get your new comics via Diamond Comic Distributors.
American distributors like Bud Plant and Mile High dabbled with direct distribution to UK shops, but the issue was one of logistics. It wasn’t til American distributor Glenwood Distributing started air-freighting comics direct from the printers that it became possible to consider actually beating Titan at their game as they just relied mainly on sea-freight, or shipping comics from a third party outwith the printer. For the UK this meant that from 1985 onwards there were a number of distributors pushing to break Titan’s grip on what was a growing market in the UK, however it was Neptune Distribution run by Geoff Fry based in Leicester that broke the deadlock. As an ex-employee I go into details of Neptune’s history here, so go read those blogs for a more in-depth history of Neptune’s rise and fall, but what is important here is that by 1987 Neptune were knocking great big chunks out of Titan’s grip on the UK market.
Here’s where I get to something that’s a tad controversial. Titan and Forbidden Planet were linked by having the same owners in Mike Lake and Nick Landau creating an obvious conflict of interest. After all,how do you stop a distributor delivering to your customer base first potentially taking more business away from your company? Simple solution; start expanding the Forbidden Planet chain. This ended up causing a battled between Neptune and Titan that I outlined here. Then the editorial below was published in Fantasy Advertiser, published by Neptune and sold in Forbidden Planet. This was written solely by Geoff Fry but to this day I stand by the jist of it.
When Mike Lake apparently read this in FP’s store then in New Oxford Street, apparently he went off his head with rage because this one editorial nailed the problem with having a distributor also acting as a retailer. They could use what should be confidential information to buy a business advantage in an area and they could unfairly compete with other shops by offering prices at wholesale prices (this happened when FP opened in Bristol in 1993) ensuring they undercut the competition. It should also be pointed out that publishers were not aware of this conflict of interest. I know of at least three retailers who pointed out to people from DC and Marvel what was going on, including one case where Mike Lake was asked to leave a DC retailers meeting when it was pointed out he also represented a distributor.
As I’ve outlined in my blogs Neptune did what it could to try to level the playing field but after Neptune’s implosion and subsequent purchase by Diamond the UK market started to be, frankly, less diversified than it is now to the point of being less adventurous. The reason for this is simple. Once Titan/FP had its hands round the neck of the market it squeezed so smaller titles that they or ourselves at Neptune may have taken on were dropped. Some shops also couldn’t compete with having a wholesaler who also acted as their main competitor which led to shops closing across the UK in the 90’s which to be fair wasn’t just the fault of FP/Titan as the speculator bubble of the 90’s burst taking a lot of people and businesses with it. In 1992 after swallowing up the corpse of Neptune, Diamond bought out Titan leaving the UK market to be served by one distributor deciding what they stock which in effect unnaturally shapes the market in the same way that say, having Virgin Trains running a train network on the basis of profit unnaturally shapes the market.
The title of this blog asks if a monopoly on comics distribution a good thing? It clearly isn’t. We’ve seen an industry grow beyond belief in the last decade with ‘geek’ culture being smeared everywhere yet the retail market in the UK has been shaped in the most unnatural way to barely any yelp from most of the so-called ‘journalists’ of the British comics scene who are more interested in self-progression so for decades have let this rotting sore in the industry fester. True, one or two have touched on this in the past and the Forbidden Planet situation but it remains one of those things that folk like me talk about in bars and coffee shops with others of our generation wistfully wondering why it all went so wrong when it could have went so right.
For me a more diverse, interesting industry comes with wholesalers who will play fair let alone taking risks as we’re now in a state where the Diamond catalogue is a minefield of variant covers and tedious new superhero comics with little new or exciting because once a monopoly is secure you can do anything. Yes, shops like Page 45 in Nottingham and Gosh! in London do what they can to show the comics industry is a diverse thing, but while there’s only one distributor we have a situation where any diversity is hard to find and if you’re a small press publisher then it can be a struggle to be discovered. Although digital helps for some, it doesn’t for most which means for new British talent it’s either hoping 2000AD accept you, or but some stroke of talent/luck your comic finds a market because as sure as shit isn’t likely that Diamond will distribute your book or FP will bother to stock it.
It’s impossible to turn back the clock but it is possible for the future to be changed. How that changes depends on what we all do as fans if we’re fed up of a monolithic monopoly controlling distribution. I’m not offering solutions here, but consider this a call for people to consider what’s best for the future as at some point this bubble is going to burst as all bubbles do and for our industry to remain interesting and diverse we need to shake the system up in a way that shifts power from the large corporations to the independent retailers, the creators and the fans or the future is bland, boring and fucked.