Pacific Comics Companion by Stephen Friedt with Jon B. Cooke (book review).
My familiarity with Pacific Comics is limited. I recognize a few of their releases, such as ‘Ms. Mystic’ by Neal Adams, and Bruce Jones’ ‘Somerset Holmes’. However, their circulation in the UK was not widespread, and available copies seemed to sell out quickly. The distribution in the UK was sporadic, often requiring one to be at the right place at the right time to access or even develop an interest in specific titles.
The Schanes brothers, Steve and Bill, both dyslexic, learned to read from comics. They began their journey into the comic industry by buying a discounted job lot and selling some at a profit. Gradually, they expanded, establishing six comic book shops in San Diego and venturing into wholesaling during the rise of the independent market. This led them to launch Pacific Comics, a company that championed creator rights, with Jack Kirby’s ‘Captain Victory’ being one of their early releases. It’s impressive considering Kirby was concurrently involved in animation projects.
The allure of character ownership and a lack of editorial interference drew talents like Mike Grell, Neal Adams, Bruce Jones, and Steve Ditko to Pacific Comics. However, challenges like managing printing costs and maintaining sales volumes eventually led to the company’s demise. I had hoped for a comparative analysis with other independent comics, but perhaps that’s a topic for another TwoMorrows Publications issue.
From this account, it’s evident that the Schanes brothers, along with editor Dave Scroggy, acknowledged their missteps. Their business approach lacked strategic planning, which is vital in a competitive market like America’s. Inconsistencies in their release schedule and the inability to establish a strong brand identity among readers further compounded their challenges. The “Black September” event, where Marvel flooded comic shops with products, highlighted Pacific Comics’ vulnerabilities, leading to its closure after three years. Given that new products had a three-month advance ordering system and the Schanes ran a comic book distribution company, it’s puzzling that they didn’t foresee this outcome.
Nevertheless, Pacific Comics introduced some intriguing titles. A glance at the book’s list reveals several that I hadn’t noticed before, prompting me to seek out their reprints. Pacific Comics paved the way for other independent comic book companies, signaling a shift in the American comic book industry as early as 1981. This retrospective is a valuable glimpse into that transformative era.
GF Willmetts
October 2023
(pub: TwoMorrows Publishing. 159 page illustrated softcover. Price: $29.95 (US). ISBN: 978-1-60549-121-9. Direct from them, you can get it for $20.98 (US))
check out websites: www.TwoMorrows.com and https://twomorrows.com/index.php?main_page=product_info&cPath=95_94&products_id=1759
