Every Day is Kids Day! by Martha Thomases
One of the things I learned at this year’s MoCCA Arts Festival (aside from the fact that New York firefighters remain the world’s most awesome) is that independent, alternative cartoonists embrace the children’s market. This was evident not only in the major publishing launch of Francoise Mouly’s TOON Books, but also the work of a lot of young people with their self-published titles.
This may seem like a stupidly obvious thing to say from anyone who has watched the market for children’s books, graphic novels, and other kinds of mass media. Unfortunately, it doesn’t seem to apply to most comic book stores.
When I worked at DC, the typical story about comics had the headline, “Biff! Bam! Pow! Comics Aren’t Just for Kids Anymore!” My boss explained to me, in great detail, why there was no need to make comics that children under 12 would enjoy. The success of Vertigo – Sandman in particular – meant there was a profitable market for comics among college-educated, affluent adults, especially to advertisers.
This was true, as far as it went. Good books can be good marketing. Sandman continues to make a lot of money for DC, even though there haven’t been new stories for several years. I have no doubt that many people for whom Sandman was their first comic went on to read lots of other comics by lots of other writers, artists and publishers.