There’s a common misconception among the general public that comic books are a dying form of media. Because of this, many people forget about them or refuse to give them a chance. However, the idea that they’re dying is far from the truth.
According to a study done by Comichron and ICv2, the estimated sales of physical comic books in North America have grown from $715 million in 2011 to $2.16 billion in 2022. Digital comic purchases have also seen a heavy increase in sales. In 2011, it was estimated that there were only $25 million worth of digital comic books sold. By 2021, that number had risen to $170 million.
When people think about comics and comic stores, they don’t realize the impact the industry can have on some people’s lives past the money tied up in it. For many, it’s not just about the comics themselves, but the unlimited possibilities and people they can meet.
“The majority of comic readers come to a comic store not just to buy them and support their local comic store, but for the interactions they get with the people in the store, the friendships you make with us, the owners, and with other customers they meet along the way” said Jeff Mathison, a co-owner of 4th Wall Comics in Lancaster, Pennsylvania.
Another reason a lot of people might be put off by the comic industry is because of how many different stories there are. It can be a daunting task to figure out where you want to start, but there are all kinds of people out there to help you. Not only can comic store owners be a huge help in getting someone started, but an everyday comic fanatic can, too.
“You can find something you like…it’s not limited to superheroes. There’s plenty of something for everyone to love,” said Dravin Murti, an avid comic reader and collector.
For many outside the industry, comics are seen as just Marvel and DC superheroes, but there are more things to read than that.
“We’re seeing the popularity of comics arise outside of Marvel and DC more than ever. I think because of TV adaptations like ‘Invincible,’ shows like ‘The Boys,’” Murti added.
With successful adaptations like “Invincible” and “The Boys,” it has put more eyes on the comic industry and allowed new people to experience what these stories have to offer. While there has been a lot of success recently, the question of, are comics a dying form of media or are they evolving with time remains unanswered.
“I think they’re definitely evolving. If you ask any of these guys, like customers that have been coming in have been reading comics for 40, 50 years. They will tell you themselves,” Mathison said.
“I can’t speculate on what could happen in the future. Anything’s possible, but books have been around for thousands of years, so who’s to say comics won’t last that long?” he added.
What’s important to remember about the comic industry is that things can change very quickly. As of Jan. 14, 2025, the biggest distributor of English comics, Diamond Comic Distributors, officially filed for bankruptcy per a statement on their website. This has made it more difficult for owners of local stores like brothers Jeff and Jim Mathison of 4th Wall Comics to get the comics they’re looking for.
“Every comic store can’t order their comics just from one place. Now we have to order our comics from ten different places,” said Jeff Mathison.
If you’re looking to get into reading and collecting comics, now is a great time to support your local stores. While prices may fluctuate depending on the supply and demand of certain items, buying locally will help smaller stores thrive in the current landscape.
You might not think much of it, but your consistent support can go a long way. To keep the industry thriving, it takes everyone to keep it together. Find something you’re interested in. Who knows, you might just find a new hobby.
