At The Counter #16: Merch And Midnight

Welcome back to At The Counter, our biweekly column in which Features Editor Tony Thornley sits down with veteran comics retailer Greg Gage of Salt Lake City’s Black Cat Comics.

This week, they get to talk about a unique aspect of Black Cat Comics, and why it actually has helped the store. Plus, we’re surprised by the reception of a new line from one of the Big Two, and try to preemptively take a lesson from it.

Tony Thornley: Hey Greg, how are you healing? Feeling closer to 100%?

Greg Gage: Actually, I’m feeling great, thanks! 6 weeks out and everything’s better than good. Honestly, I’m in great spirits, too, as long as we don’t talk about SDCC.

Tony: So we both kind of agreed that we’re far enough past San Diego Comic-Con to not make it a topic of conversation, but I think it’s worth asking — what was the one announcement that got you excited? Or if not excited, at least piqued your interest?

Greg: Damnit. *sigh* I guess the big thing for me was all of the new DC title announcements. They all look pretty good, but I hope they’re not overextending themselves again. That’s kind of what happened with the New 52. Hopefully they’ve learned. They have new people running the company, so it looks good.

Tony: Yeah, honestly that’s the one for me. How has it been twenty years without a Steel title?!

I’m not even going to try to segue into our next topic. When I was in the store Thursday picking up this week’s books, I noticed something that’s stuck out to me before. Your store is probably 90% comics, with only a handful of toys, one rack of apparel, a few statues, one small box of loose trading cards, and a dozen Funko Pops. (Note: All of the in-store images in today’s edition are actual items Greg currently has in stock.)

That’s a unique structure among pretty much any comic shop I’ve ever visited. First of all, what led you to that structure for your inventory?

Greg: A lot of that is just me not knowing much about anything but comics. I don’t know a damn thing about RPGs or TCGs or MTVs or whatever the kids are into these days. I’ve always found that if you venture into tons of different things, you start to lose track of your main line of products. I mean, just look at all of the card/comic/video game/whatever else they found to sell stores in the ’90s. At one point, they were like Starbucks. Now, the retail landscape is pretty thin. 

Tony: How has served as a differentiator for the store?

Greg: So many people have specifically told me that they love the fact that I’m a comic store. Just comics. That’s become a rarity these days. Even if I do have a few Pops and figures, they all pertain to comics.  

Tony: Have you ever felt like that’s held you back?

Greg: Not for a minute. 

Tony: What’s been the biggest thing that’s kept you from adding anything like games, trading cards or a wider selection of toys to your inventory?

Greg: I just don’t need them. I love comics. I don’t hold much interest in the gaming side of things. Besides, I don’t know anything about them. There are plenty of people and stores that are doing a great job specializing in those things around the valley. They don’t need me sticking my toes into that pool. Comics have been good to me in the nearly quarter century that I’ve been around, and I don’t see that changing.

Tony: How do you usually choose what you do stock?

Greg: Listening to customers. When you talk to people, you also have to listen. If they’re talking up a new series, or movie, or character, I have to pay attention. Also, not just being a storage unit for crap that I think is cool. What I mean by that is not just stocking things I like. The store is for everyone, and we need a wide range or titles to accommodate that. I feel like a common problem with shops in the past is that they stock their favorite characters, or really expensive stuff that they can brag about but never sell. That’s for home. That’s for my collection, not my customers. I always say there’s a book for everyone, but if you don’t stock it, how do they discover it?

Tony: In other words (and I’ve heard this said about other comic shops), you’re a retailer not a museum curator. I like that.

Has this business decision helped you curate your comics side better?

Greg: Absolutely. It allows me to concentrate on them and them only. That’s a full time job in and of itself. I can’t even imagine trying to put that much energy into three or four different specialties. 

Tony: What’s been the weirdest piece of merch you’ve had in the store? What about the coolest?

Greg: I bought a bunch of manga in Japanese from someone long ago. They also had a lot of … interesting and weird artwork in there. I put one up in the bathroom because I found it hilarious. It’s a cat knocking around a roll of toilet paper and says, “Let the good times roll.” I have no idea why that was there, but I laughed hard. There were a bunch of other prints and posters, but I just ended up giving those away. Maybe the coolest was a cosplay set of Wolverine claws. They were metal and very sharp. Dangerous. The only thing I could do was take them home. I mean, for the good of the community. Yeah. I didn’t want them at all… 

Tony: Changing subjects, there’s a handful of publishing initiatives coming up across comics. DC’s All In and Absolute initiatives are continuing to be huge. A few publishers are focusing on nostalgia properties. But you told me about one that’s got some buzz that surprised me.

Is Midnight Marvel building up to being the next big thing?

Greg: I’m so shocked at the interest in those. Every day, no exaggeration, I have someone either asking me about them or adding to their hold lists. I don’t know what, if anything, it’s building up to, but there’s certainly interest. 

Tony: What seems to be the draw to Midnight X-Men, Midnight Spider-Man and Midnight Fantastic Four?

Greg: Well, horror is still big, so that may have an impact, but I think it’s just another new world for Marvel that, hopefully, they’ll do correctly this time. The Ultimate line started so strong, but just dropped off like I don’t know if I’ve ever seen. Then the confusion over whether it’s really done or not. That didn’t help. I hope they learn from that. Keep it small, keep it clear, listen to what the readers want. Also, the creators are pretty good. A solid lineup of writers and artists always helps. 

Tony: Initially, they were announced with a phased launch — X-Men this month, Fantastic Four next, Spider-Man in October — but they were all pushed back to the same week in October. Is that going to help or hurt this launch? Or is it a little bit of both?

Greg: I’d like to see them all come out the same day every month. Midnight Wednesday or somesuch. And keep the deadline. That would assist in keeping it cohesive and may help with keeping this event feel like an event.

Tony: Would you say the interest here points to a need for the Big Two to diversify their genres more?

Greg: I mean, it’s still chasing trends, but yeah. They need different stuff. It can’t be all Avengers or Batman. Deadman is really fun. Totally different story than what we’re used to seeing. Same with Clayface. Even though it’s a tad overexposed, the stuff Marvel is doing with Predator and Alien is interesting. Crossing over with the Marvel U is kind of cool. Very much me as a kid playing with action figures from different lines. The ultimate crossover! No editors, no rules. 

Tony: Would you say there’s a lesson for you in the interest you’ve seen in this line?

Greg: Yes. As I said earlier, listen to your customers. I try not to make up my mind whether or not something’s going to hit, but sometimes it’s hard. I’ll just see things and roll my eyes and let out a cynical sigh. Some of that comes with the territory of owning a shop, but, occasionally, even a pro can get it wrong. I didn’t think there would be much interest in the Midnight line, but even after all these years, I can be surprised.

Black Cat Comics is on the web at https://blackcat-comics.com/ and via all the usual social media channels. If you live in or are visiting the Salt Lake City area, you can visit the store at 2261 Highland Dr, Salt Lake City, UT 84106, or call Greg and his team at (801) 461-4228.