On Evaluating

It seems to me that comics fan culture and publishers have three basic criteria for evaluating and marketing both weekly and collected comics. In the following post I provide a brief sketch for these three modes of evaluation. They are by no means encyclopedic in their nature, but I do believe that I get the broad strokes correct.

I. The Important Work

The "important" work has its origins in the mid-1980s and is mostly tied to the emergence of the direct market and an aging fan base well versed in the history of comics lore. The "important" work only makes sense if its audience is aware of the tortuous histories of copyrighted characters and if the comic magazine - either in its individual or collected form - has to be perceived as more or less a permanent object. The importance of this work rests on the permanence of the artifact and a deep knowledge of comic book history because it often promises grand scale action which will guarantee some irrevocable change. As such, it needs to remain on the stands so that it can remain as a sign of some turning point.

Due to its size and its interest in operating on a large scale, the "important" work pays minimal interest in character development and tends to stress spectacle, size, and generally, crossovers. Archetypal "important" works are Crisis on Infinite Earths and Secret War. As of now, this is generally preferred storyline with the Big Two, and given the sales of titles like Civil War and Infinite Crisis, the fans themselves.


II. The Quality Work

The "important" work promises to bring big changes and sells itself as a "must-read" for fans. However, it makes little promise to actually being any good and often fails to institutionalizing the changes that it promises to deliver. There are, of course, notable exceptions to this, but I do not know anyone who is dying to pick up an old copy of Armageddon 2001.

Unlike the "important" work which makes promises to its own importance, the quality work is a little less showy about its promise to quality. Indeed, quality works often have no claims made about them by their publisher because they are often created and sustained in the shadow of cancellation. However, like works of great literature, it implicitly makes a contract with the reader that it will enlighten them about the medium or life in general. The mainstream variation of this type of work is generally cloaked in the trappings of the superhero genre, but it is not principally concerned with good guys beating up bad guys. Thus, Sandman is principally a mediation on free will, Starman is concerned with family relationships, and Alias is preoccupied with living with personal trauma.

The quality work is equally indebted to the direct market and the need for a permanent comic artifact. It requires a sophisticated audience, but its sophistication does not come from its arcane knowledge of character histories. It instead requires an audience who can read for theme and is willing to be devoted to a creator who is recognized as an artist. This is different than the "important" work which is more likely to be sold on the basis of an "event" and while the writer or artist might be part of the appeal, it is a secondary one. Furthermore, the creators behind an "important" work are likely to have mastered a recognizable house style.

In contradistinction to the "important" work, the quality work tends to be idiosyncratic, both in terms of style (although there are certain conventions that normally employed in some way or another) and in character. hile the important event might be long in terms of pages, its time frame is usually relatively short; no "important" work has lasted more than a year. Because of this and its usually diffuse and multi-character structure, the important work minimizes character in favor of spectacle and variety. We are promised that our favorite character will appear, however briefly. In contrast the quality work will often focus on one character or a small family of characters who over the course of five to six years will be fully realized as individuals, who will be distinct, and will often be untouched by future writers. Although they are owned by a media conglomerate, they remain intrinsically their auteur's characters both to fans and to the heads over at corporate.

Besides Fables, I cannot think of any work presently being published that has achieved any level of recognition that we would call a quality work.

III. The Consistent Work

Finally, we have the consistent work. This model of evaluation and creation relies less on any relationship to the direct market or an understanding of complex history. The consistent work might be the product of an aspiring auteur or someone who wants to write the next "important" work, but it is more than anything the writing of a competent comics craftsman who writes with the single issue in mind. He delivers his work on time and in working order. The work may at times be uneven, but at times it rises to near greatness. It has no pretensions either to importance or to extreme quality. It aims to be entertaining. Mark Waid's first run on The Flash might be an example of this in terms of writing and Don Kramer's present performance on Nightwing might be an example of this in terms of art.

While there are plenty of good examples of consistent workmanship in comics today, as the single issue becomes devalued as a moneymaker, this becomes less and less of a priority for companies if not for fans. The "important" work seems more likely to not also strive to be consistent work as its creators and publishers know that it will eventually be collected and published in trade. The "important" work that also strives to be, at some level, a quality work seems even less likely to meet a "consistent" standard.

IV. What The Future Holds

As the value of the single issue continues to fall, the value of consistency will be sure to go with it. Who needs to be consistent or timely when the real money lies in the collected product? As more and more fans begin to wait for the trade, it seems unlikely that anyone will much mind if they have to weight a little longer.

The "important" work, because it can so easily be collected, and because it proves to be so effective in capturing the attention of fanboys also seems to face no serious form of decline and will remain a valuable way of understanding, marketing, and evaluating works of comics fiction.

However, one wonders if the quality work will survive. Marvel has always been less interested in serious character studies (hence Johnny Storm and Peter Parker seem permanent juveniles in a case of arrested development) and DC has for the last few years dedicated itself to "crisis" management. Their current strategy for producing quality work is to repackage their previous successes in the omnibus forms of Starman and Sandman and to dub, previous "consistent" work by Jack Kirby as quality and give it the star treatment in deluxe reprinting. However, where is the new quality? With their Vertigo imprint a shadow of what it once was, and their mainstream line dedicated primarily to sea of inanities and half-thought through concepts, where will the new quality come from?