So what do we have until then? Well, digital reading devices for one. Unfortunately, some of the people most equipped to capitalize on this ever-growing reading medium fear digital reading devices as if a Kindle were a T-800.
"Watch out! - It's got a KINDLE!"
Not exactly sure what I mean by that?
Watch this video from DC Comics’ VP of Marketing, John Cunningham, to see his thoughts on where the technology of the future will be taking comic books. Here’s a spoiler – he thinks items like Amazon’s Kindle (or Kindle 2, now) could bring about the downfall of the comic book industry. Imagine the tragedy of losing Thor to the Ragnarök that is the Amazon Kindle...
Oh wait, it’s only DC that fears the future, not all comic book companies. Enter: Marvel Comics. Why? Because while DC talks about the terror of losing comic books to digital reading devices, Marvel spends its time preparing for the eventual digital revolution. Just take a look at their Marvel Digital Comics section to see for yourself. Or, if you want to read one for free, click here and give a comic a read.
Now, Marvel doesn’t have any comics ready for the Kindle 2 or anything like that as far as I know, and I shouldn’t get ahead of myself (or themselves, really). The point of this post isn’t that Marvel has digital comics. The point is that, while other companies are woefully unprepared for the trends of the future, Marvel has taken an approach that will certainly guide them along the right path on the road to the future.
Fifty years from now, when we’re all using digital reading devices (just like 15 years from now we’ll probably only be using MP3 players or whatever comes after them), I’m inclined to believe Marvel will have made that transition a little bit more smoothly than DC could ever hope to. They’re already halfway there, with a huge library of comics floating around in the digital realm, looking for a home more mobile than your desktop browser.
Now, you may be wondering, “Why should I care about having comic books on a reading device I don’t even own?” That’s a good question. The point of my post is this: The future is coming, whether you want to accept it or not. If you’re a company that understands this fact, you’ll be in a good place down the line. If you’re a company that fears the oncoming technological advances of society, you’ll probably struggle as you get blown out of the water by those who do get it.
Be an innovator. Make change happen for you, rather than against you. Whether you work for a bank, a restaurant, a strategic marketing firm looking to help underdog small businesses reach their full potential, or a comic book company, be sure to keep your eye on the horizon for what could change your industry. Then, make it happen. I have no doubt it’s going to work for Marvel, and they will see plenty of benefit as a result.
It’s nice to know that, while Superman and Batman may be lost forever after the “dreaded” digital revolution that DC’s VPs apparently fear, the space kids of 2150 AD will be reading about Spider-Man and Captain America on their Mobile Hologram Projecto-Glasses or whatever reading devices space kids will have by then.
Seeing as every other invention from comic books comes true at some point or another, it makes sense that a comic book company would have the most insightful vision for the future. Doesn’t mean us normal people can’t come in with some foresight of our own along the way.
“Finally, robotic beings rule the world…the humans are dead…”
UPDATE - 5:09 p.m. CT: Of course, immediately following my posting of this post, I find that Marvel Editor-in-Chief Joe Quesada has basically reflected my sentiments entirely. Click here to read his thoughts on the issue. While I can genuinely and honestly say that I had not yet read his analysis of the DC VP's opinion, it doesn't surprise me at all that he is optimistic about the future. Why not? Because Joe Q is awesome.
