I assume everyone knows how FCBD came about, but just in case, here is a quick refresher. Joe Field of flying colors comics in California noticed a huge line at the nearby ice cream shop (i believe it was a Ben & Jerry's), discovered it was "free scoop day," said to himself, "why don't we do something like that?" and free comic book day was born. On the face this sounds like a great idea. In practice it works insofar as it does, indeed, get a lot of people into the stores. Who then go on to buy nothing.
Free scoops just deplete the stock of the standard product of the ice cream shop. Hell, it might even be done to address the over production from the previous slow winter season. I am fairly certain that any comic shop, if they wanted, could run a free comic book day promotion with just their back issue overstock. FCBD, however, requires the purchase of special comics. Sure, they are subsidized by the publishers to a degree, but they still cost the retailer money (between $.15 and $.50 each). Then there is the concept of being REQUIRED to purchase x amount of comics from x amount of publishers to even be permitted to participate in the event. Also a lot of retailers plan elaborate parties and bring talent in for signings and the like. It can be a lot of fun! It is, however, a medium to large investment for what is often little return. How can this be fixed?
Lets look at our comrades in arms over at the record stores. Have...have you been to Record Store Day? RSD is pretty much the greatest thing since sliced bread. Hundreds of people line up hours upon hours before the stores open cash in hand to PURCHASE limited edition product that is either a)brand new and special for the day or b)STUFF THEY ALREADY OWN BUT WILL BUY AGAIN BECAUSE IT IS ON A DIFFERENT COLOR VINYL!
The comic book industry was suffering, floundering, and they came up with free comic book day as a way to draw attention to the product. The record store industry was suffering, more so even, they deal in media that is all but dead, that an entire generation has decided that paying for is optional at best, came up with record store day as a way to draw attention to the STORES and to put actual money in the cash registers of the aforementioned stores. What have we taught our customers? We have taught them that our product is worthless, to be given away for free in piles. RSD has taught people that record stores are awesome places, independent businesses that are worthy of our support. The people who ONLY come to a comic shop on FCBD, spend nothing, the ones who go to a record store ONLY on RSD, well they made some money off that one person (actually RSD is now twice a year).
There is no way to wean these people off of their free comics. You give them something for free once and they expect it every time, it is the American way. That being the case, abolishing FCBD is not an option. Although, looking at the RSD example again, if that event can sustain two days, why not a Comic Shop Day?
Record Store Day is all about the limited editions. We are like THE industry for limited editions. We have comic con limited product for like 30 shows a year, retailer exclusive covers, etc. Why would we not be all over this? Limited CSD hardcovers (which would, more than likely, amount to a variant dustjacket), special CSD covers of recent books, perfect day to launch that new event book. Hey, you know how absolutely no one likes movie tie-in comics? Make the graphic novel prequel to the movie opening on the same weekend as CSD a CSD exclusive product and BANG instant sell out. CSD variant edition of the $200 IDW artist edition? two per store limited, guarantee it sells out in the first half hour. Seriously, it can be the artist's edition of fucking YOUNGBLOOD and it would sell.
Monetizing the big industry event is not impossible. We seemed to mess it up the first time around, but i think it can still be saved. At the very least i think it is a conversation worth having. Maybe it's just me, but i like the thought of making money, and comic shops still being around in 10 years.
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