Off Panel #357: Product vs. Process with Brian Hibbs

By David Harper

July 13, 2022

Retailer Brian Hibbs joins the show to talk about the world of comic shops. Hibbs discusses the year at his shop, Comix Experience, online stores, different paths to success, the speculator market, what’s working at his shop, the major problems facing comics retail right now, Diamond Comic Distributors’ issues, serialization, selling single issue comics, product vs. process, his graphic novel clubs, the impact of those, and more.

You can find Hibbs at Comix Experience in San Francisco and in his column Tilting at Windmills at The Beat.

You can download the show directly here on Libsyn.

Thanks to Deanna Chapman as well, who stepped in to edit this episode and did a phenomenal job. If you ever need podcast producing/editing help, get in touch with Deanna!

Subscribe to the show on Apple Podcasts or follow it on its LibSyn page. The show is also on Spotify, Stitcher, Google Play Music and IHeartRadio’s app. Don’t forget to rate and review Off Panel, but five stars only!

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Thanks to the sponsor of this week’s podcast: Macroverse. Macroverse is a next generation digital comics platform, and one with an astonishing number of comics, with currently over 50 series from over 100 creators on their app with a five star rating both on Apple and Google’s app stores. Download the app and binge all their titles, and it’s just $4.99 a month to subscribe to Macroverse, with proceeds directly supporting the creators on the platform. Keep an eye on the future of Macroverse too, as 2022 is going to bring an “Epic” upgrade that offers a new level of digital collectability and more, with early adopters able to sign up for more information at their website.

Also, thanks to the other sponsor of this week’s podcast: Bad Idea! Bad Idea is…uhh…doing something, I guess. They’re still sponsoring the show, even though they’re “over.” Heavy emphasis on the quotation marks. They might be making donuts now? Baking donuts? I don’t know what’s going on.

Also, big thanks to my patrons, including – but not limited to – James Tynion IV, Chris Lankford, Jason Wood, Tom Peachey, Ben Damstedt, Ram V, Devin Fitzsimons, Nick Walker, Patrick Coyle, Isaac Orin, Scott Carpenter, Rentnarb Studios Comics, Capes and Tights Podcast, Klaas Van de Ven, Brian, Submet Industries, Jack Mulqueen, Kyle, Karl Kerschl, Robert Masella, Elsa Charretier, Luc Nakashoji, Elliot Metz, Dr. Luke, Scott Haselwood, Scott Buon, CanadianByProxy, Jonny Cannon, Bradley Roeder, Carl Choi, Brandon De Pillis, Patrick Brower, Declan Shalvey, Dan Gearino, Josh WIlliamson, Atom Freeman, Ben Wild, Brian Klein-Q, S.B., Nick Bennett, Daniel Whitfield, Susana Polo, Reed Hinckley-Barnes, Mario Tiambeng, Andrew Kurita, Matt Mahoney, Charlie Chu, Stefan Hull, Penscaola Pop Comics, Phillip Maira, Christian Shelton, Kenny Porter, Chris Bachalo, Torunn Grønbekk, FuzBubbles, Christopher Ta, Transmitterdown, Walt’s Comics & Books, Carl Mizell, Paul Salaets, Akil Wilson, Alex Dimitropolous, Terry Dodson, Wesley Gift, Shawn Kirkham, Alister Ross, Julio Anta, Brett A. Schmidt, Jason Goodmanson, Paul Reinwand, Vita Ayala, Tara Ferguson, Dave Slusher, WMQ Comics, Akylle, Kent Heidelman, Phillip Sevy, Al Ewing, Ryan Alcock, David Kelley, Robert Wilson IV, Nick Poleto, Brenden Fletcher, Jonathan Nilsson, Matthew Groom, Jason Nassi, Adam Bogert, Matthew Taylor, Nick Pitarra, Jacob Sareli, Ford Gilmore, David Baroldy, Nick Hall, Bjorn Basen, John Hendrick, Steve Anderson, Ian Maxfield, Cliff Chiang, Colin McMahon, Chris Palmer, Scott McGovern, Nathan Fairbairn, Adam Highfill, Fiona Staples, Mark Abnett, Mike Murphy, Michael Shirley, Tom Barnett, Jim Demonakos, Norbert, Nick Lowe, James Kaplan, and Mission: Comics and Art in San Francisco. You’re all the best.

Have a question for Off Panel? You can reach David by email or Twitter.

Header art is from Scott McDaniel’s cover to Hourman #1 . Off Panel’s theme music is an original track by custom music agency Upright T-Rex Music, written and performed specifically for the podcast. A huge thanks to Ross and Cody from Upright T-Rex Music for putting the track together!

Notable Replies

PerfectDru says:

July 14, 2022

Great episode. I’m always interested in what Hibbs has to say (or write). I live in San Francisco, and although I’m past the point in my life of being a weekly Wednesday warrior, I do go to Comix Experience when I can. They don’t know me by name or anything, but everyone who works there is really welcoming and cool.

Living in the Bay Area, there’s definitely a bunch of shops within a reasonable one-hour drive or so. We’re kind of spoiled, I guess, with like six comic book stores in SF, and then a bunch of stores in the East Bay, South Bay, and even North Bay. But it’s pretty rare for me to go to another city JUST to check out a comic book shop. (Unless there’s a big sale. Then I’ll make it a point to head over there.) Of course, if I’m in another city for something else, I’ll try to hit up any stores in the area if I have the time.

I dunno if this will make sense, but if I have to drive over a bridge to go somewhere, it feels like a real journey, and I’m lazy as heck. I think Hibbs said in the podcast that Oakland’s only a half hour drive away, which is true based on the location of Comix Experience (close to the freeway). But I live on the other side of the City, closer to the beach, so it probably takes me 25 minutes just to get to the Bay Bridge. On days when there’s moderate traffic (most days) it probably takes me closer to 50-60 minutes to get to a shop in Oakland or Berkeley.

There used to be two shops that were like 10-15 minute drives away from me (heck, they were close enough that I used to walk over to them occasionally) but unfortunately they both closed down in the past couple years. One of them was the Comic Outpost, the other store that Hibbs used to own for several years. Unfortunately, after he sold it to the new owners last year, it closed down a couple months ago. I really don’t think those new owners knew how to run a store. Not even a comic book store; I think they didn’t know how to run a store. They would be closed unexpectedly on random weekends for no real reason. They didn’t seem to know how to order the proper amount of weeklies. Granted, as you and Hibbs discussed in the podcast, that’s always difficult when Marvel screws retailers with FOC dates. But you’d think that someone operating a store would at least have some sense. I don’t think they needed to order 50 copies of Teen Titans Academy #4 or whatever. Then there was this one time I showed up and the door was locked, with a handwritten sign that said, “Back in 30 minutes.” I stood around for a couple minutes scratching my nuts and eventually a dude came out of the back of the store and opened it up for me. I mean, I get it, maybe he was taking a break, or maybe he had to use the toilet… But still.

Lee’s Comics was another big store I used to go to a few times a year for their massive sales. There was one in San Mateo that closed down a few years ago, and the main store in Mountain View that the pandemic killed. I was pretty sad about that.
chrisburton says:

July 18, 2022

I still can’t quite wrap my head around how much Hibbs is concerned about not making money off single issues, but yet is still carrying a fair amount in his store, if I am following him correctly. Seems like if it is was not profitable, it would make more sense to go subs only on single issues and then lean even more into graphic novels.

Also, he is obviously very knowledgeable and has some logical takes, but it still can be a touch cringy at times in how he goes off on what effectively end up being rants, mixed with someone who can come across as a bit out of touch with some of the modern elements of the industry and fan base.
SKTCHD says:

July 19, 2022

PerfectDru:

I dunno if this will make sense, but if I have to drive over a bridge to go somewhere, it feels like a real journey, and I’m lazy as heck.

This makes sense! Also: I’ve learned so much about Bay Area traffic since this episode! Lots of feedback on that section. haha

chrisburton:

Seems like if it is was not profitable, it would make more sense to go subs only on single issues and then lean even more into graphic novels.

You and I are aligned in this regard! I appreciate Brian’s perspective, but I suspect if he was actually losing money on Diamond publishers, he probably would…not be deliberately tanking his business by not carrying them. I’m guessing it’s profits are down — and to a truly unsatisfactory level — which is a valid complaint, but also not exactly what he’s saying. I tried to push him on that, but didn’t get too far.

chrisburton:

Also, he is obviously very knowledgeable and has some logical takes, but it still can be a touch cringy at times in how he goes off on what effectively end up being rants, mixed with someone who can come across as a bit out of touch with some of the modern elements of the industry and fan base.

It’s funny. This episode has been super polarizing for the reasons you say. Some love his “honesty.” Others find him to be pretty much just what you said. I appreciate his perspective, but he’s very YMMV, even amongst single perspectives. Like mine! I do not agree with him on everything. Or a lot of things!
PerfectDru says:

July 19, 2022

What would you say he said that indicated he’s out of touch with modern elements of the industry and the fan base? I feel kind of protective of the dude, seeing as how I go to his store and I’ve never had a bad experience there. Listening to the podcast, I didn’t think he was ranting or anything, or frothing at the mouth screaming at a cloud or something. At worst, I’d say he just reminds me of other older people, where sometimes they just talk at length and belabor a point after they’ve already made it. I can understand not agreeing with all of his points and his perspectives, but how is he out of touch?
chrisburton says:

July 19, 2022

He harps way too much on DCBS being the enemy, which isn’t really backed up by any evidence. The way he was talking about single issues and cliffhanger endings…I get that because that is what I grew up with, but it isn’t really the way the contemporary audience likes to experience things. The “youth” binge shows via streaming and prefer to read graphic novels over single issues. That’s pretty clearly established. He also seems to be a bit of a “I am right and you are wrong” guy who wants many things to be how they were in the past, such as distribution, profit margins, no variant covers, no key collector app, etc.

He could just stand to be a little more nuanced and open to other viewpoints. I agree that a lot of that is likely a generational thing and how different generations communicate. Maybe saying that means he is “out of touch” is a bit harsh, but I would argue that older generations, especially men, could stand to adapt and change to a whole lot of things, rather than just expecting things to stay the same.

Semi-related (sort of), but I was listening to a podcast today where a group of over-40 men were mostly voicing displeasure with Love and Thunder, which mainly seemed to be because it wasn’t “their” Thor from the comics. An MCU movie though is made for a massive global audience that skews younger, it is not made for the hardcore comics fan. That doesn’t mean it can’t be it’s own separate piece of enjoyable entertainment.

Continue the discussion at community.sktchd.com

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