Doug Adams can’t remember a time when he didn’t hold a comic book in his hand. As a child, he learned to read from the inherited stacks of comics that his relatives had passed down. Adams had an early insight few people possessed in those days – that comics were not just childish stories, but meditations on the world we inhabit.
In the late ‘70s, as an adult, Adams went to great lengths to get his hands on his favorite titles each week. Comic book specialty stores could only be found in major cities so, in order to buy everything being published in those days, Adams would drive all over Louisville and even across state lines to neighboring cities to get his comic fix.
Recognizing the need for such a store here in town, Adams began working toward the goal of running his own shop. After 21 years in business at Comic Book World, I’d say he’s succeeded.
What differentiates a comic shop from other retail stores?
We have a product that’s delivered 52 weeks a year. It drives people in every week because there’s always something new coming out.
So if they’re hooked on a particular book, you’ve developed an ongoing relationship?
If the book doesn’t go south, then yes!
With Hollywood releasing comic-based properties at a dizzying pace, do you see a lot of new readers in the store?
It does bring in a few new people when the movies first come out, but few stay. The only property that’s had real staying power is “The Walking Dead.” I’ve never, in all my years in the industry, seen the amount of buzz it’s created. Whereas “The Avengers” movie brought in maybe 10 new people, only one of those might continue buying books. “The Walking Dead” on the other hand – it just keeps building a wider audience.
I’ve been in comic shops that would be downright frightening for the uninitiated comic nerd. What approach do you take to make that potential new reader feel at home at Comic Book World?
I try to talk to them, find out what they like or dislike. Because, today, if you can’t find a book for a person to read by talking to them, you’re in the wrong business. Years ago there weren’t many choices in content. The comic companies today have greatly diversified the types of stories they’re publishing, so there’s almost always something for everyone. If I can’t find something you’d enjoy reading, then I wouldn’t be doing my job.
How important is it for you to keep up with other forms of entertainment in order to make recommendations?
Very, because if you limit your scope to just comics, you have less to talk about with new readers. Everyone that walks into the store has the same avenues to find information as I do, but they want me to tell them what’s good.
So you’re like the cool uncle with the inside tip?
Exactly! If I’m not on top of what’s hot, I’m screwed. They’ll go somewhere else. I see around 90 films in the theater a year and not just because I love cinema. I can chat about anything that’s out and find common threads in people’s interests, then relate that to a title they might like.
Physical media isn’t selling what it used to with digital downloads on the rise. Print comics face the same threat, with consumers reading more titles on iPads. Does this keep you up at night worrying about the “death of print,” or do you have a plan?
No, it doesn’t bother me one bit, honestly. The people who are already downloading comics weren’t shopping at a store to begin with. Those aren’t the people that need to collect physical copies. There are already a large group of people downloading these books illegally. The comic companies themselves are more worried about that, so they’ve been putting download codes bundled with the print copies, but only because they want to foster a legitimate market. The downside in growing a legitimate digital market is fewer print customers, but I don’t see that being a real worry for a long time. Ultimately, there is no intrinsic value in a digital copy of anything. You can’t re-sell a download or have it accumulate value. The copy of “The Walking Dead” No. 1 you bought nine years ago for $3 can now bring over a thousand bucks.
In my day, kids could buy comics from spinner racks at the grocery store out in the sticks. That form of distribution is all but dried up, making it harder for kids to discover comics. Do you think the comic companies are missing out by not offering books outside of specialty shops?
I think the comic specialty shop model is essential. Walmart or Target would never carry a full line of comics. And if they did, who would you talk to about it? To them it’d be just another [stock-keeping unit]. In 10 weeks you’d find haggard copies of books red-tagged on an endcap, forgotten. It would be nice if people in rural areas had access to a wider product. I have it all if they want to make a trip to come see me. I maintain a friendly environment not just for the kids, but their parents as well. No kid leaves the shop without a Tootsie Roll.
So if you weren’t selling comics to the masses, what would you do with your life?
Wow. I never thought about it. This was always a long-term goal for me. I really had planned this a long time ago. I had a vision that I’d work for Marvel Comics or run my own store. I could’ve worked at Marvel, but I didn’t want to move to NYC. This was before comic shops were a viable business. I knew if you treated it like a business, the model would succeed. And here we are, 21 years later, loving every day of it.
-Shawn Coots
- Illustration by Shawn Coots
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