Yesterday I went to Dallas to a small record store to see an acoustic set by the band Ash. Ash is a punk/pop band from Ireland. Although they are not yet well known in America, they are not a new band. With several albums to their credit in Europe, their most recent album, Free All Angels, hit number one in England. Last year they were named "Best Live Act" by New Musical Express. They have had great success touring all over the world. Despite their credentials, American success has so far eluded them. So there they were, in a tiny independent record store, playing an acoustic set on a stage that was barely 6' X 10'. After the set, they mixed with the hundred or so people that were there and signed anything that was handed to them. They joked. They told stories. They seemed genuinely happy to be there, even though the small audience didn't compare to the crowds they routinely pulled elsewhere.

I had a great time. Tim Wheeler holds a stage like a born front man. When he got little response after asking if anyone was going to their club show that night he cheerfully quipped "Well then, I'm sure the six of us will have a great time." Guitarist Charlotte Hatherley easily has the best "rock chick" persona going today. With her on the scene I think we can finally safely retire Kim Gordon. All in all, I saw them play, met them. And if I wasn't a fan before, I am now.

So on the drive home I thought to myself, if Ash was a comic book publisher, they would have simply booked a 10,000 seat hall and then when it was not filled up, they would have shaken their heads and said, "What's wrong with everyone? We came to play and the hall isn't full. The market must be down!" Ash, it seems, has already developed a wisdom and work ethic that the comic industry has yet to discover. The comic industry works hard. I'm not meaning to imply otherwise. However, the people who write and draw and publish and even sell comics are all too often content to just sit back, look at the low sales numbers and say, "Well, people must not want comics anymore."

The missteps that Marvel Comics has taken lately have been well documented. However one thing that they have done right is push for a little publicity on some of their books. Joe Quesada appearing on the morning talk shows, Kevin Smith on the Tonight Show; all had a quick and noticeable effect on the interest in those comics. All of which makes me wonder; why are they stopping there? Where are all the other aspiring comic artists and writers who are complaining about low sales and lack of interest? The prevailing attitude seems to be "draw it, throw it out there and see if anyone buys it."

Promotion works. When I ran an interview with writer Jay Faeber here on this website, the sales on Noble Causes more than tripled. When DC canceled Martian Manhunter last year I couldn't believe it. The book sold very well here. Its' writer, John Ostrander, appeared at this shop almost seven years ago and he still has a lot of fans in this town. However, now when I try to arrange an appearance by a comic creator for the store, I meet with so much resistance I wonder if anyone out there still wants to promote their comic.

Oh, there's exceptions. Creators appear at conventions and meet fans and sell their artwork. However, even there, the general attitude is all too often one of trying to squeeze an extra few dollars out of the people who are already buying their work. This isn't going to make any new fans. At the recent Hotfish Comic Show in Dallas, one popular artist was as his table for all of 90 minutes during the entire two day show. Compare his attitude to that of Ash happily signing autographs and playing for free in a tiny record shop.

The general attitude among comic publishers is that the money simply isn't there to stage much promotion for comic books. They will set up displays at the San Diego, Wizard World and a few other cons, send out some posters to comic shops but that's about it. Unfortunately the people who are at those cons are already comic fans. It is just another instance of being completely unable to see a potential audience and instead just focusing on the already existing, and dwindling audience. In this day and age there are simply too many options for people to spend their money elsewhere. Pick up any major publisher comic book and flip it open. Chances are you will find several adds for video games, maybe a few for movies and DVDs. Now, pick up a video game magazine. See any adds for comic books? Does DC and Marvel think that people who buy video games wouldn't be interested in comics? Apparently video game manufacturers have no problem advertising to comic buyers.

Promotion is an accepted part of all other areas of the entertainment world. When a new movie is released, a great deal of time and money is spent making sure that people, not just movie buffs, know that it is out there. If Tom Cruise can find the time to appear in Dallas to promote a new movie, why can't Frank Miller. It doesn't seem that he is spending too terribly much time drawing. Pop culture moves too fast to continue to rely on the fans that have bought your books for the last decade. The comic companies have to become more aggressive in their promotional efforts or the audience for will continue to dwindle until there's none left.

There's plenty of blame to spread around here. Comic shops have to work to stay in business. Comic publishers have to move beyond their myopic view of what constitutes a potential audience. And lastly, comic creators have to get out from behind their drawing or writing tables and make some fans. New fans. It is no longer enough to simply sell comics to those remaining junkies who can't shake their Spider-Man fix. Meanwhile, I've got an autographed copy of the newest Ash CD. Do you think I'm going to buy their next one?

You bet I am.