Looking at sales numbers
Tomte has now announced that he’s giving up comics because he feels that people don’t appreciate his works. The reason? He’s been told that his latest album, Lys over Jessej, has sold only two copies so far.
Perhaps I could understand him if that was true, but he’s looking only at a small part of the full truth.
Where does this number, “two copies”, come from? From his publisher’s webshop. So the album has sold only two copies through the publisher’s webshop. That’s bad, right?
Not necessarily.
First of all: Kelpie is a very small publishing house. It’s run by one man on his spare time. Many of the comics and other publications Kelpie has printed in the past, manager Tommy Kvarsvik has literally printed on his printer (though, to his defense, many of them came in new and professionally printed editions when he realized it didn’t work). In a way you could say that Lys over Jessej is Kelpie’s most serious publication so far, but you get my point — we aren’t talking about Marvel or DC here.
Second: This webshop is not the only way to buy the album. It can also be bought at at least three different comic book shops (Outland in Oslo and Trondheim, and Seriebutikken in Sarpsborg), and Kelpie had a stand at Oslo Comics Expo last month. I’ve also bought some copies of Lys over Jessej for my own webshop (even though I’ve been too busy to actually publish it there yet). So obviously, Kelpie has sold a lot more than two copies, and I know so because I’ve bought ten of them.
Third: For many webcomic artists, I’m sure the webshop is the most common way they sell their comics. But Lys over Jessej is not a webcomic. It is a never-before-published science fiction story — from an artist mostly known for his horror stories. I know that if I wanted to buy this comic, I would prefer to find it in a local shop so that I was able to have a look at the comics before paying for it (the price? 50 Norwegian kroner — almost eight US dollars — for thirtysomething pages). And since the publisher’s website lists all the places where the comic can be bought, it is easy to find such shops. Also, if you buy it from the webshop, you have to pay for postage. I’m a big fan of shopping online, and I’m sure I’ve bought more comics on Amazon than almost anywhere else, but this is a small, Norwegian underground comic which is not well-known from the web, and for that kind of comics, comic book shops are still the way to go. Now, if the artist had a webshop, sales numbers there could be higher, as people wanting to support him would do that. But basing anything on the sales numbers of the publisher’s workshop is useless.
Forth: Even though Tomte says the opposite in his blog post, this comic has *not* been heavily marketed. Yes, Kelpie had a stand at Oslo Comics Expo, but anyone who wanted to buy the comic there would buy it there — not go home and order it from the webshop for a price which including postage is 50 % higher *. And the album got a favorable review at Serienett. Apart from that, the album has been mentioned in a couple of blogs and forums and in Tomte’s Twitter feed. Okay, it’s a start. But it’s not enough to expect to sell. Before this album, Kelpie’s webshop hasn’t had any new publications in ten months, so people won’t check this shop for new publications regularly. In other words, there are no real customers to talk about until you attract them, and when that’s the case, one needs a lot more marketing than Kelpie has done here.
I think that comics is supposed to be an activity you enjoy, and if Tomte doesn’t enjoy making comics anymore, I support his decision to quit. But basing such a decision on sales numbers from the publisher’s webshop is just naïve.
* Errata: After writing this I’ve been made aware that shipping in Kelpie’s webshop is, in fact, free. Well, that’s great! But it doesn’t change the fact that most people seeing an album they want on a convention probably will buy it there and not go home and buy it online. I’ve also been told that the album sold eleven copies at OCX, not including sales to comic book shops. So for a comic which the artist wasn’t there to sign, I’d say the sales numbers were decent.


