- Posted by Johanna on April 1, 2008 at 7:17 am
- Category: Comic News
A couple of notes following up on my failed attempt to get more information about how Free Comic Book Day works.
I mentioned there that retailers pay for the comics, but I was reminded that they’re not the only ones who contribute financially to the event. A knowledgeable source says that “Diamond loses money on this every year… the publishers break even at best.” They also mentioned that the publishers reserved approvals but Diamond handled all the administration, which often meant delays as the people doing the ground-level work had to wait for sign-offs. Diamond has responsibility without the power, in other words.
That also explains why the content issues are handed off to the retailers — for legal reasons, the publishers and distributor don’t want to make those decisions. Given that setup, I was told that the “all ages” content decision had to have been made by retailers, not Diamond, although it was understandable that no one wants to take credit for it.
The good news is that retailer surveys do show that the event works and is a success, with both increased sales and new customers attributable to FCBD.