I had a very nice time signing books yesterday at Joe Ferrara's Atlantis Fantasyworld in Santa Cruz. I know very little about the retail end of the comic book industry. I'm rarely in shops as a special-type guest or even as a customer. The last time before yesterday was, I suspect, the last time I went to Indiana on business.
Some time ago, a friend of mine who works in that area for DC or Marvel — and who would probably prefer I didn't give their name or which of those firms employs them — told me that about a third of comic shop owners really love comic books, a third understand how to run a business and both of those are true of the remaining third. He or she said it is only that third third who are successful for any length of time. I guess that's approximately true.
Joe has been selling funnybooks and other such goodies in Santa Cruz for around four and a half decades so you can figure out where he fits into that equation. I was impressed with the smart layout of the store, the fine staff Joe has there…and most of all, with the way he greeted so many of his customers yesterday by name.
It was a huge contrast to that place in Indiana where I couldn't find any of the comics I wanted to see. When I asked the employee on duty (pretty sure he was not the owner) if they stocked them, I got back a megadose of "Who cares?" He pointed to a rack of the hottest current books, expecting (I think) I'd come to my senses and grab a handful of them instead. I walked out without buying anything. If and when folks exit Joe's store empty-handed, it's not because he and his crew didn't care.
If you were one of those who came by yesterday to say howdy, thank you. I enjoyed meeting you.