CHECKING IN ON THE MARVEL AGE

**MattBrady** · 10-21-2004, 07:18 AM

Seven months ago, Marvel launched its Marvel Age line – a new imprint aimed at younger readers. The line kicked off, appropriately enough, with Spider-Man, although the spin was a little different – the Marvel Age series adapted the original Stan Lee and Steve Ditko stories from the early ‘60s. Also, while the series came out as monthly comics, it was nearly simultaneously issued as a digest-sized trade as well, with the idea to offer a little challenge to the dominance of manga digests on bookstore shelves.

So how’s the line done?

We caught up with Marvel’s David Gabriel and line editor Mackenzie Cadenhead to look around, look at how things have been, and look at what’s coming up.

Newsarama: Let’s get the big one out of the way first – probably the reason most people are reading right now: the image here looks like Power Pack – are we talking another wave of Marvel Age expansion?

David Gabriel: Yes to expansion! I won’t give away everything that we have planned for next year but there are some changes. February will be the new launch point for revamping of the line. Three new titles will be starting: Spider-Man Tales, Fantastic Four Tales and the return of Power Pack. Power Pack was the most asked for series to start in the Marvel Age line and we have been working with some great talent to bring that to fruition. With Spider-Man we are changing the name by adding Tales and we are getting a new cadre of writers. One of the things that we always felt we needed were writers who were specifically writing children’s books.

Mackenzie Cadenhead: Erica David and Kitty Fross will be writing Marvel Age Spider-Man Tales. Both are children’s book writers who have worked with Scholastic and Nickelodeon. Their sensibilities fit naturally in the comic book medium and we are learning an invaluable amount about the children’s book market from them. Brandon Thomas, who just did a great Spider-Man Unlimited story will be taking the reins of Marvel Age Fantastic Four Tales. Todd Dezago will return with Marvel Age Spider-Man Team-Up, this time conjuring entirely new stories from the wilds of his imagination. And Marc Sumerak and Gurihiru will be introducing a whole new generation to Power Pack -- and it’s just so good!!! We’ll also continue to work with some of the Marvel Age artists who have offered so much to the line from the start, and we’re hoping to introduce some talent new to Marvel as well.

NRAMA: Alright – with that out of the way, let’s back up and look at the line in general. You started the line in March – what’s the response been in a big picture sense?

DG: There’s been an overwhelmingly positive response to the line as a whole. We did not ever receive any of the negative criticisms that we were expecting to in the beginning for transforming classic stories, for not following continuity, for creating younger skewing reading material. Instead, we received praise across the board for doing all of those things. I had long term Kirby/Lee fans telling me at cons this summer, that although they love the old material, they recognize it was not for the taste of the younger readers. I’ve had retailers thanking, yes thanking, us for putting this material in the market…the all ages comics. And most important, I’ve heard from parents who were thrilled to have suitable Marvel product to give to their kids.

NRAMA: Where have you seen the biggest response, and how does it compare? For example, is the mass market more accepting of these books than the direct market?

DG: I really think it has been across the board acceptance. If anything, the direct market response has been the most surprising. We thought there would be resistance, but for those retailers who have kids in their stores, the books have been quite popular. The 2 million books given out last summer by Cover Concepts along with the free comic book day issue certainly drew a lot of attention to the Marvel Age line. The largest increase in circulation though has been at the newsstand and with subscriptions. These have seen tremendous growth.

NRAMA: Well, specifically then, how are the books doing in the direct market?

DG: They are doing okay. Obviously they are not going to be in the top ten, but they are continuing to make their stand in the DM and retailers who have the right customers - i.e., younger readers and parents looking for all ages material, are selling out and looking for more. The order numbers have been quite consistent. Sure it would be better if these were increasing in direct market numbers every month, because the monthly sales ranking is how we gauge everything, but to the credit of the line, they are still out there a year later.

NRAMA: From what you’ve experienced, is the direct market receptive to all ages comics, despite the near constant call for more all-ages books?

DG: I think I answered this, but yes, those who either have children shopping, or those who are looking to gain new, younger readers. We’ve had some pretty savvy retailers who have marketed the books right up in front, or in store front windows to increase traffic to their store. I was even told that at New York is Book Country Day, Midtown Comics sold more Marvel Age digests than anything else...that’s pretty impressive.

NRAMA: The Marvel Age line can be found in Target and other mass market stores as magazine-sized collections. What was behind the decision to go into that market with that particular format?

DG: Honestly we needed a sturdy, eye catching format to grab the attention of people who are not necessarily comic book readers. And it has certainly done that.

MC: The magazine format is also a familiar one to many of the readers we are looking to introduce to the world of comics. They may find that they ultimately prefer the direct market format or the digest collections in the long run, but drawing them into the world through something recognizable is a first step.

NRAMA: What has the response from the bookstore been? Originally, we spoke about how the digest sized collections would be able to go up against manga digests. Are they competing with manga as you’d hoped?

DG: They are holding their own in the book market, and doing fairly well. Barnes and Noble has wisely decided to move all the Marvel Age digests into the youth section of the bookstore and away from the graphic novel or manga section, since that is their intended audience. This is exactly what we hoped would eventually happen with the digests.

NRAMA: Are there any other markets that you’ve been able to get the Marvel Age titles into? Are they in book fairs and book clubs offered through schools? Are they popular with libraries?

DG: Library buyers have been purchasing them from wholesalers, and what excites them most. Scholastic Books and Fairs took a great many copies of Spider-Girl and Spider-Man, both books did better than they predicted and they are looking to take more titles in the future.

NRAMA: Are all the major books - Fantastic Four, Spider-Man, Hulk still in the format of adapting original stories from the series?

DG: No, the only two that we were strict with the re-telling format was Spider-Man and Fantastic Four. The Hulk contained all new stories and the Spider-Man Team-Up stories were loosely based on the originals. Our experimental Mary Jane title had no basis in continuity or Marvel history. You’ll see that future Team-Up tales have no resemblance to the past and we have some original concepts coming up that I think some old fans will appreciate, as will new readers.

MC: Even with the looser adaptations and new material, we look to the original series and/or other similar series as a means for inspiration. If something works, be it tonal or visual, we try to learn from that and apply it, but in a fresh way that's going to be relevant to today's young readers. It’s very Holy Roman Empire--loot and pillage, but do so respectfully.

NRAMA: Well, touching on that just for another moment, again, why did you opt to go with the format of having current writers re-write the original stories, rather than the original scripts with new art, a repackaging of the original series, or just all-new stories and art aimed at young readers?

MC: The art and story of the original issues are so well integrated that to change one element - the art, for example - and keep the other in tact would result in an awkward, mismatched final product. Marvel Comics has always reflected its popular context. This is not to say that every series is littered with pop culture references, but the world the characters inhabit is reflective of our audience’s environment. Just as the original Spider-Man stories resonated with the culture of the 1960s, so too we hope that reimagining these stories for a contemporary audience will allow us to strike a similar cord.

Also, we are specifically targeting a younger audience, and so are updating the look and feel of the stories so that it appeals to their tastes. For this reason, we have found it important to update the mode of storytelling, because conventions have changed. It's no longer conventional for an omniscient editor to narrate the story, for example. So we have to find new ways of dramatizing classic conflicts.

The original stories are brilliant and should be picked up. We are simply offering another version that we hope folks will enjoy.

NRAMA: What are the guiding principles given to the writers in adapting the source material? The originals were pretty straightforward as it was…

MC: The most important thing is to maintain the spirit of the original story. The vibrancy of the art, the pacing of the storytelling, the outrageousness of the villains and the heroism of the protagonists – all this in single issue stories, for the most part, that anyone can pick up at any time and jump right into is paramount. We wanted the basic plot points to maintain, but to also give the writer - as well as the artist - enough freedom to tell the story in his/her own voice. Adaptation is a tricky thing – and that space between regurgitation and complete reinvention is where these Marvel Age writers set up shop. Though part of their task is indeed to develop a contemporary voice in dialogue and, along with the artists, to restructure the visual storytelling so that it jibes with the sensibility of a modern audience, keeping the story fun and engaging while training an eye to the age-appropriateness of the material is equally important.

These principles stand for all Marvel Age content, really, be it adapted or new material.

NRAMA: Of the classic Marvel icons represented in Marvel Age, it seems that the only ones you’re missing from the M. Age lineup are Avengers and X-Men. Any plans to add those titles, and if so, would you add them in the same format as the other icon titles, that is, adapting original material, or would those be updated as well?

DG: We’ve no plans right now for the X-men. Their history still poses too many problems. Too much continuity and everyone involved has had had their favorite era that they want to see Marvel Age’d, so we’re avoiding it for now. The Hulk was done so that we could tell some simple monster stories and have the big green guy on the cover. Other icons are on the way.

NRAMA: With the titles you’ve brought into the line – Spider-Girl continues on. How are the Spider-Girl digests doing?

DG: The Spider-Girl digests have been a phenomenon. What we are seeing is the monthly sales figures go up, even slightly month after month as Spider-Girl tales continue to be read in the digest form. Remember, the Spider-Girl comic is part of the Spider-Man family line. The branding of the Marvel Age logo on the digests is there to assure readers and parents of the age appropriateness of the material. Books 2, 3 and 4 are already in the works for Spider-Girl, so that should give you an idea of how they are selling.

NRAMA: Speaking of the digests – there was a minor stir when it was announced that Thor: Son of Asgard would be ongoing and joining the line in digest reprints, given that its sales weren’t exactly stellar. Do Marvel Age titles have lower sales thresholds that they have to meet in order to survive than other Marvel titles?

DG: It is not so much the sales threshold that we are looking at but the quality of the story telling. That was the reason Thor Son of Asgard is going into the digest format. We feel that the story is going to have a better impact and reach a broader audience by being packaged in the lower cost, smaller sized digests. More readers for the digests equal more exposure for the writers, artists and of course for Thor and company. Runaways is the perfect example. Those digests are selling extremely well while the comic series sales weren’t so stellar. But that was no reflection on the book itself, it just wasn’t reaching its audience. Thanks to the digests it now is. Same goes for Spider-Girl and Sentinel and Emma Frost. We’ll see if it works for Mary Jane. Readers can also say they heard it here first when they learn that the recent Inhumans and Human Torch series will be getting the digest treatment early in 2005.

MC: Something we are looking to do with the Marvel Age line, and particularly the digests, is learn who our audience is and give them content that appeals to their sensibilities - be these direct market patrons or people less familiar with the medium who will connect through other markets. There will, of course, be titles, such as Thor: Son of Asgard, that already have a life at Marvel and will be turned into digests because we think they could appeal to the Marvel Age audience. But also, as we learn more about who this audience is, we will begin to develop new content targeted at them as well.

NRAM: Since they were mentioned earlier, can you say what’s going on with Sentinel and Mary Jane? Both were said to be on something of a “wait and see” in regards to future installments. What does the future look like for either property?

DG: Time will still tell. Sentinel 2 is just coming out and the Mary Jane digest has not hit yet. However, I’ll say that for a moderate seller from last summer, Spider-Man Doctor Octopus Out of Reach, the life of the digest has been fantastic and the book far out sold what it would have done as a $13.99 trade. And it continues to sell.

NRAMA: Well, that opens the door on the pricing of the line – while the digests are pretty much consistent in their pricing, the titles are all over the map. Can you explain why some are $1.75 and others are $2.25 or, in Spider-Girl’s case, $2.99? Why not one, uniform price for all the Marvel Age titles?

DG: $2.25 seems to be the price that is working. The books that are in the regular Marvel U that are at $2.99 will stay at those prices. We haven’t seen any indication that lowering those prices would increase readership or sales. Remember, on the newsstand all the Marvel Age books are $2.99 and sales have been steady. We tested the $1.75 price tag and that has had little effect on sales as well. The confusion results - and by confusion I refer back to your question stating “all over the map” - from a mandate that our last marketing manager and I received that any title that was going to be a Marvel Age Digest had to be marketed within the Marvel Age section of the Marvel Previews. That mandate no longer exists, so what you will see is a new section within the trades for the Marvel Age Digest clearly stating whether they are the ALL AGES or 12 and UP ratings. The Marvel Age section will have just those books designated as Marvel Age, right now those are Spider-Man, Fantastic Four and Jubilee.

NRAMA: Given that your production schedule is already near a “straight to digest” format - you were able to publish the first Spider-Man digest alongside the first monthly issue, is there any discussion of moving any of the titles to a digest format?

DG: No, that was done so that we would have product out in time for the Spider-Man movie this year. And it was successful. The Marvel Age Spider-Man Digest naturally sold more copies than some of the core Spider-Man trades, and it is about to see a second printing. But the production schedule will slow down to monthly. The most we will have will be four All Ages Marvel Age comics a month, and that might even slow to 3. I can tell you here that we are looking at starting a Marvel Teen line of sorts, with titles aimed specifically at a teen audience. We don’t yet have the positioning or the name for that line, but we are looking to launch that early to mid 2005. You’ll see some brand new characters and some old favorites there as well.

NRAMA: So well be talking about that soon, I suppose. Wrapping up on Marvel Age though, what’s the overall goal for the line?

DG: To get new readers…it’s that simple. That’s why we are experimenting, that’s why we are trying new things, old things, new formats, and different prices. It’s a slow battle and time will tell if we are succeeding.

Marvel Age’s January and February line-ups include:
(January)
Hulk Incredible Digest Vol. 1
Spider-Man Team Up: A Little Help From My Friends Digest Vol.1

(February)
Power Pack #1 (all new stories and origin)
Fantastic Four Tales#1: Guest starring Black Panther
Spider-Man Tales #1: Featuring the Origin of Spider-Man
Spider-Man Team-Up #5 Spider-Man and Storm

Cayman · 10-21-2004, 08:12 AM

It's a good article and they seem to have some good ideas, but from the outside it's still hard not to think the whole Marvel Age launch has been pretty chaotic. The quick cancellations of titles aimed specifically at the non-traditional Marvel audience of young girls, for example, makes one cancel Marvel's commitment to the whole thing. Overall, I am happy the line exists. When I take my seven year old to school, I see Spider-Man and Hulk backpacks, shoes, and t-shirts everywhere, but the core titles of these books aren't likely to do much for kids that age.

Cay

cncoyle · 10-21-2004, 08:57 AM

It's about time that Marvel capitalized on the all-ages aspect of Power Pack! Even if it is a new origin, I'm going to wager it's pretty similar to the original. If so, this would be an excellent choice to expand into other media. I've been saying for the past few years that a Power Pack movie could generate Spy Kids-level money.

It could also work as an animated television series, too, but Marvel seems to be scared of television these days. After seeing "Mutant X", I completely understand!

But I wish Silver Surfer on FOX had been given another chance...

Rich L · 10-21-2004, 08:59 AM

Overall I really have to applaud Marvel for trying to reach younger readers, even if their initial foray has been a bit hit and miss (hope Mary Jane continues, and I noticed that Jubilee seems to have become a mini).

I have to say that I like the digest format too, despite some colouring issues.

But does a Marvel Age Power Pack title (where it looks like they're back to their original ages) mean that theres no chance of the kids turning up in the regular MU?

Damn....

BradE · 10-21-2004, 09:10 AM

I'm glad to hear that Marvel Age will be continuing, my girlfriend's 8 year old brother loves these books.

I'm not too sure about the Marvel Teen idea though.. afterall, all teen kids want to read is violence. Why do you think Spawn became a cultural icon so quickly with teenagers.

Mike Pawuk · 10-21-2004, 09:48 AM

I don't think they need to make a teen line. They teens in my library LOVE the Ultimate series of books and pretty much all manga titles and classic heroes. Just ensure that there is a tpb department that keeps titles in print and not so oddly named (Visionaries/Legends) from volume to volume and you should be set.

Besides - aren't the other Marvel Age titles like Sentinel, Emma Frost and Runaways already featuring well-written teen characters?

manosx · 10-21-2004, 10:00 AM

YAY POWER PACK!!!!!!
The Best Series EVER returns!!!!!
They better bring in Franklin!!!!!!!!!!!

Aaron · 10-21-2004, 10:01 AM

This is very exciting to me. Bravo to Marvel for AGGRESSIVELY pursuing a program with the sole intention of bringing kids back to comics. Yes, there's been some mis-steps, but they are correcting those and moving forward.

As an adult, I found the books to be a bit dull, but I'm thrilled to hear the kids are enjoying them. I'm glad to hear about the proposed teen line, since I was almost a teen myself when I first started reading comics and I'd think that most teens would want something a little more sophisticated to read than the Marvel Age titles.

As far as cross-title continuity... at first it bugged me, because one of the best things about those early Marvel titles were the way they interacted with one another, but now I've changed my opinion. As long as the books maintain a strong INTERNAL continuity, the way most manga books do, then there should be no problem.

And, finally, BIG CHEERS to the news that Spider-Girl is selling very well in digest form! That fills me with renewed hope for the ongoing. Of all the Marvel Age books, Spider-Girl is the most likely to fill the "tween" gap, in terms of offering simple one-and-done stories as well as slightly more sophisticated storytelling. Here's hoping they grab Tom DeFalco to pen a few of those new teen books when the time comes!

Aaron

Defunkt · 10-21-2004, 10:36 AM

Power Pack!! YAH and I hope Marvel will release a Marvel Age muties book with Artie & Leech!

For some odd reason I love Power Pack!

JK Parkin · 10-21-2004, 10:46 AM

Bravo to Marvel for attempting to reach out to kids, and it's nice to see Power Pack again. It's also good to hear that Sentinel, Spider Girl and Runaways are finding an audience in digest format ... I hope to keep reading the adventures of these characters for years to come!

As far as teen books, I think they've got their bases covered with their regular and Ultimate universes ... I would think it's more a question of distribution than lack of appealing content.

xpositive · 10-21-2004, 10:51 AM

I knew it it! I freakin told you people this was gonna get out of hand! Dammit. I used to joke all the time on these boards about a return to those really stupid books back in the day. It was like, "Look at it this way, at least they are not bringing back the Power Pack, yet..." Just throw in the X-Babies and get done with it. The Four Horsemen will be with us shortly... Seriously. My two boys think this is a really stupid idea - and they're just 6 and 9! If this book can't tailor to that age group, who the hell is gonna buy it?

While you're at it, bring back this book that actually has potential!

Aaron · 10-21-2004, 11:00 AM

Quote:

Originally posted by xpositive
I knew it it! I freakin told you people this was gonna get out of hand! Dammit. I used to joke all the time on these boards about a return to those really stupid books back in the day. It was like, "Look at it this way, at least they are not bringing back the Power Pack, yet..." Just throw in the X-Babies and get done with it. The Four Horsemen will be with us shortly... Seriously. My two boys think this is a really stupid idea - and they're just 6 and 9! If this book can't tailor to that age group, who the hell is gonna buy it?

Wow, you sure told us.

Aaron

ghostly1 · 10-21-2004, 11:36 AM

Time to confess to being a big geek here, I loved Power Pack when I was young, and so will probably pick up the new series.

AdamYJ · 10-21-2004, 12:05 PM

I always thought Power Pack would be a good addition to the Marvel Age roster. The way I would have written the book for the line is that I would have done it sort of like a superhero cartoon (think PPG, or Teen Titans the series). I'd have them be regular grade school kids in their civilian identities, but make them some of the world's greatest superheroes and defenders of their city while in costume. In the regular Marvel Universe, the Power Pack kids always seemed to be pretty low on the list of Earth's protectors. If they were set off in their own world, they could be written as the world's best. They'd also need some new villians besides the Snarks. I wonder how they'll be written for this series.

grphxkindaguy · 10-21-2004, 12:11 PM

Quote:

Originally posted by Aaron
And, finally, BIG CHEERS to the news that Spider-Girl is selling very well in digest form! That fills me with renewed hope for the ongoing. Of all the Marvel Age books, Spider-Girl is the most likely to fill the "tween" gap, in terms of offering simple one-and-done stories as well as slightly more sophisticated storytelling. Here's hoping they grab Tom DeFalco to pen a few of those new teen books when the time comes!

Aaron

I agree!!! 3 cheers for May Parker!!!

I always wanted to try the SG series from the beginning (having read the occassional issue and liking it), but wanted to wait for tpb form.

I loved the first SpiderGirl tpb, but was disappointed when it seemed that Marvel wasn't going to continue reprinting the series...

I'm glad I was wrong!

I'm also pleased to hear the return of POWER PACK, even if its a relaunch of sorts (big fan of the first 26 issues of the original run). Something is better then nothing!

skeletorjr · 10-21-2004, 12:36 PM

Power Pack kicks butt. Can't wait

skeletorjr · 10-21-2004, 12:38 PM

Quote:

Originally posted by xpositive
I knew it it! I freakin told you people this was gonna get out of hand! Dammit. I used to joke all the time on these boards about a return to those really stupid books back in the day. It was like, "Look at it this way, at least they are not bringing back the Power Pack, yet..." Just throw in the X-Babies and get done with it. The Four Horsemen will be with us shortly... Seriously. My two boys think this is a really stupid idea - and they're just 6 and 9! If this book can't tailor to that age group, who the hell is gonna buy it?

Gee, a 6 year old and a 9 year old hate something because their dad whines about it? What are the odds? Or maybe they've already developed their own poor tastes, who knows?

mattdangerously · 10-21-2004, 12:44 PM

Quote:

Originally posted by xpositive
I knew it it! I freakin told you people this was gonna get out of hand! Dammit. I used to joke all the time on these boards about a return to those really stupid books back in the day. It was like, "Look at it this way, at least they are not bringing back the Power Pack, yet..." Just throw in the X-Babies and get done with it. The Four Horsemen will be with us shortly... Seriously. My two boys think this is a really stupid idea - and they're just 6 and 9! If this book can't tailor to that age group, who the hell is gonna buy it?

While you're at it, bring back this book that actually has potential!

Have your boys actually read Power Pack, or are they just complaining based on what you've told them about it? The first two years were quite good. If I'm not mistaken, it was one of Marvel's most acclaimed titles back in the day.

And judging by the reactions here, lots of people are interested in buying the new series.

Salt Gravy · 10-21-2004, 12:54 PM

No no no! Power Pack should so be a MAX title!

j/k Buying it.

tomwe · 10-21-2004, 12:57 PM

power pack was just the best!

lets face it, comic readers today were the target audiance (ie: kids) when it was first published. it just went on too long and we all grew up.

it does make me laugh though, since JQ always uses them as a stock joke (ultimate power pack anyone?) when talking about where marvel is going now.

anyhow, the kids have great powers and i think this book will sell!

Prozac Man · 10-21-2004, 12:57 PM

Power Pack, HECK YEA!!!
I’ve been saying they needed a new series for years!!!

ghostly1 · 10-21-2004, 01:11 PM

Quote:

Originally posted by Salt Gravy
No no no! Power Pack should so be a MAX title!

j/k Buying it.

The way kids today seem to be, that'd almost make it realistic.

Man, I must have gotten old, I just complained about 'kids today'.

Moonbeam · 10-21-2004, 01:15 PM

Glad to hear about Power Pack. My daughters will love that title, I'm sure.

But that answer about Mary Jane didn't exactly satisfy my curiosity.

I don't understand how you can release a digest of Mary Jane with only 4 issues anyway -- and a cliffhanger at the end of the fourth issue.

Bakema NL · 10-21-2004, 01:34 PM

I absolutely dislike manga(style) and am apalled by this Powerpack. But hey, it's not aimed at me. It's a great thing to attract younger readers with new titles/reworked titles/characters. But not really a necessity I think. Comics are like soaps, you miss out on some stuff, you easily catch up later on when you get back to them. As a kid I wouldn't buy them, I would be more interested in the "grown-up stuff", but that's me. Bringing in young(er) readers is a great thing in itself.

CParadise · 10-21-2004, 01:40 PM

As a retailer, I applaud Marvel for this initiative. I think it's great. Of course I did not like the fact that the Spider-man one released the stories in the Digest before the actual issue came out, but as long as it gets kids to read....

The big problem right now is the lack of tpbs in print. I am only saying this hoping that someone over at marvel actually scans these posts. As of yesterday, Diamond has in stock only tpbs 1,2,5 and 9 of the Ultimate X-men. That is unforgivable for marvel. They still think they are in Comic book business, while in reality the TPB part of it has become a BOOK business, where they have to keep the books in print. I lost TWO sales yesterday of tpbs 8,9 because I did not have #7 available. And that happens all the time. There is almost NOT a single "big" line of marvel TPs that has every book in print right now. Daredevil, New X-men, Wolverine, Ultimate X-men, all these lines of TPBs (8-10 in a series on some of these) have at least 2-3 volumes that are not available. That is certifiably stupid of them.

Sorry for the rant,
Ed