Phooey From Me to You: Six or Seven Things I Know about Popeye

1. Popeye is old. I don’t mean the strip is old.  Everybody knows the strip is old.  I mean Popeye himself is supposed to be a senior citizen.  He’s a grizzled old sailor, with emphasis on the old, with extra old added on.  Although his official bio now describes him as 34, according to the Segar-era strips he’s in his sixties, and his father (more on him later) is pushing 100.  That’s why Popeye is bald and missing an eye.  Because of the oldness.

2. Popeye’s mythic origin is fundamentally flawed. In his youth, Fionn mac Cumhaill, the trickster hero of Irish folklore, gained his powers by tasting the flesh of the bradan feasa, the salmon of knowledge, which contained all the knowledge in the world.  When Fionn mac Cumhaill burned his thumb cooking the salmon and automatically stuck the burned thumb in his mouth, the knowledge flowed from the salmon into Fionn.  After that, Fionn mac Cumhaill knew everything and could access any information he needed by sucking on his thumb.

Popeye, in his old age, got his incredible toughness by staying up all night below decks rubbing the head of Bernice the Wiffle Hen, a bird with the power to bestow supernatural good luck on those who touched her.  All the luck flowed out of the hen and into Popeye, rendering the hen useless to would-be gambling kings Castor Oyl and Ham Gravy and transforming Popeye into an unstoppable demigod.

Later, as everyone knows, the story was changed so that Popeye gained his strength from eating spinach.  This introduced the crucial element of consumption that gives the core myth its memetic power, but in the process the totemic animal was lost.  It’s a shame we can’t have both, the animal and the vegetable, but everyone forgets about the hen.

3. Popeye is what happens to you while you’re busy making other plans. E.C. Segar drew Thimble Theatre for ten years before introducing Popeye.  It took him the length of the entire run of Calvin & Hobbes just to find his main character.  Popeye sidled in through the seedy back docks.  He was not the kind of hero you could plan for.  Who could have predicted that a cranky old sailor who looks like he smells funny—everyone in Thimble Theatre looks like he or she smells funny—would become the idol of millions, making Mickey Mouse shake in his polished red shoes and enduring for generations beyond?

If you are a writer, if you are an artist, you have to learn to open yourself to Popeye, to be ready if Popeye should happen.  But at the same time you have to know that Popeye will probably never happen.  Maybe there’s a hen you can rub.

4. Popeye is a dick. He’s a lot more heroic in the cartoons.  In the Segar strips, aside from sporadic and whimsical urges to aid the downtrodden, a.k.a. widders and orfinks what ain’t got none, Popeye devotes himself largely to being an insufferable cuss.  This is, after all, the guy who not only kicked poor Castor Oyl out of his own comic strip, but banged Castor’s sister just to show he meant business.

He’s consistently awful to Olive, of course.

Back in the day, Segar got complaints that Popeye was a bad role model for children.  He solved this problem as every similarly beset writer should: by creating a nearly identical but even more meretricious character to make Popeye look good by comparison.  Thus the strip gained Popeye’s father, Pappy, who looks exactly like Popeye with stubble.  Apparently aware that he lives in a crudely-drawn strip, Pappy sometimes disguises himself as his son by shaving so he can make time with Olive.

5. Bobby London got Popeye. None of the other legacy cartoonists really have.  They love Popeye, I’m sure.  They want to do right by Popeye, to pay just tribute to Segar’s creation, to be responsible bearers of the standard.  London, by contrast, used his run on the Popeye strip to see exactly how much he could get away with before an outraged syndicate, newspaper market, readership, and world kicked him out for the sake of common decency.  He probably made some people cry.  And that’s what Popeye is all about, Charlie Brown.

6. You can go to Sweethaven. The village built for the 1980 movie still stands.  Looks cleaner now, actually, judging from the photos.  It’s in Malta and is open to the public as a tourist attraction, complete with movie props, stage shows, and a movie theater showing clips from the film.

I like the movie.  It’s messy and mumbly and wanders all over the place, which suggests that the filmmakers got Popeye too.  The strange grimness of the musical numbers always makes me smile.  As far as superhero movies go, it’s higher on my list than Iron Man.

7. Popeye Ruined My Life. I found Thimble Theatre in the old Smithsonian Book of Newspaper Comics in my high-school library.  It was something I hadn’t seen before: a funny adventure strip, a gag strip with a story.  It had long stories, stretching for months or years, with pirates and gamblers and thieves.  I wanted to do that, and I did, and now I’ve been doing it for ten years.  Without Popeye.  All you can do is be ready.

Comic strips, unlike comic books, boast a genteel legacy.  The elegant stagework of Little Nemo, the bohemian poetry of Krazy Kat, the quiet philosophy of Peanuts, the Disneyfied poly-sci of Pogo…it’s all so very convincingly Art.  Even the rugged adventure strips are rugged in a pleasant, Brylcreemed, magazine-illustration way.  And then there’s Popeye, who cusses and fights and brags about cussing and fighting, who comes staggering up drunk from the lower decks inhabited by all those weird old Jazz Age strips with the blotchy art and spindly lettering and betting tips and Yiddish and plop takes and Nov Shmoz Ka Pop? I don’t know what kind of theater Thimble Theatre is, but Winsor McCay probably wouldn’t want to do his quick-draw act there.  Popeye hangs on, indestructible (because of the hen), the last of a tougher, smellier, funnier breed.

He also has a damn catchy theme song.

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Update by Noah: This is the first in roundtable on Popeye. You can read the whole roundtable here.

Selling Awesome Manga

As other people on this roundtable have pointed out, we’ve been using “arty manga” as a catchall term for a variety of niche manga with potential appeal to older readers: genuine alternative and underground manga (gekiga, the work of Junko Mizuno), offbeat manga similar in content to American indie comics (Viz’s SigIkki line, pretty much everything Fanfare/Ponent Mon puts out), mainstream manga aimed at adults (Ooku, A Drifting Life, Oishinbo), and basically any manga published before 1980.  In Japan, a manga’s publishing category is usually determined by the venue where it first appeared, whether a mainstream magazine like Shonen Sunday, an edgier but still basically mainstream magazine like Ikki, an indie publication like Comic Beam, AX or the defunct Garo, or a totally alternative venue like self-published doujinshi or CD liner notes.  This system is problematic in its own way (Comic Beam‘s “alternative” lineup runs the gamut from underground trip-outs like Junko Mizuno’s Little Fluffy Gigolo Pelu to the mainstream-friendly Victorian maid romance Emma), but it does keep things simple.

In the U.S., the established categories are less clear.  Jason Thompson has pointed out that, in terms of popularity and sales, manga in America can be divided into Naruto and everything else.  Aren’t most comics “alternative” to most of America?  So what the hell.  For the purposes of this post, the manga under discussion are Awesome Manga, all the titles that are too smart, too weird and/or too old for the established comics audience.

They’re hard to sell.  For years, it’s been a truism in manga publishing that alternative, adult and classic manga have to clear nigh-insurmountable odds to find an audience.  Personally, I knew it was going to be an uphill climb when, in 2004, I heard the shojo manga Boys over Flowers, originally published from 1992-2003, dismissed by manga fans as “too old.”  Most manga fans are lukewarm toward alternative or classic comics, and most fans of alternative and classic comics actively hate manga.  This is slowly changing as manga permeates the larger comics culture and the manga audience ages, but we have yet to reach a tipping point where autobio manga or Black Jack reprints can reach American shores with expectations of  a built-in audience.  It still takes a ton of effort to get people to read awesome manga, and often you have to go outside the usual manga/comics venues to do it.

Many of the previous posters have suggested ways to market these titles.  Based on my ten years of experience working for manga publishers, talking to people at manga publishers, and generally obsessing over manga publishing, here’s my take:

1. Selling outside the established comics readership. A great strategy if you’ve got a title that can sell that way.  If you have the only comic in a non-comics section of the bookstore, you’re golden.  Viz has been successful in getting Oishinbo stocked in cooking and food sections of bookstores, and even in cooking specialty stores, where it stands out.  It helps that, for bookstores, Oishinbo has an easily grasped high-concept pitch: it’s the manga about food.  Obviously it belongs in the food aisle!  It may be harder to get, say, Ooku shelved in historical fiction, sci-fi or romance, even though it fits all these categories.  But nonfiction manga–history, autobiography, instruction–can often escape the comics ghetto.

This is, of course, the same strategy followed by American alternative and small-press comics.  Titles like American Born Chinese and Fun Home attracted only lukewarm interest in “mainstream” comics fandom at the same time they were making bestseller lists in the book market.  Every alt-publisher dreams of making this strategy work.

2. Selling to libraries. At this point in the manga game, this is a no-brainer.  Manga loves libraries and libraries love manga.  Librarians tend to do a fair amount of research before purchasing new manga, so you can sell them with a more detailed pitch that explains the work’s artistic/literary/historical value.  As far as I can tell, Tezuka’s Buddha has been the champ in this category.  It’s got a double-barrelled claim to legitimacy: a work by the undisputed master of manga covering a Serious Historical Subject.  (If you actually read Buddha, you’ll find that it’s more of an action-and-comedy-packed Classics for Children take than a reverent history, but whatevs.)  In the dawn times of the manga business, Tezuka’s Adolf sold well to libraries for the same reason.  Hitler equals Serious Literature.

The challenge, for titles that aren’t Buddha or Adolf, is convincing libraries that a manga they probably haven’t heard of, by a creator they probably haven’t heard of, covering an esoteric subject that may or may not be of interest to their patrons, is a must-buy because it’s awesome.  At this point, most librarians have heard of Tezuka, but they may not be familiar with the Year 24 Group or care about its role in shaping shojo manga.  They may not have heard the term gekiga.  They may not see the literary value in a pulpy horror manga like The Drifting Classroom or Cat-Eyed Boy.  And manga with graphic adult material is going to get them into trouble with parents no matter how carefully they shelve and label it, so they need to be convinced that it’s pretty damn great.  That said, libraries are a manga publisher’s best friends, especially for titles with value beyond their immediate mainstream appeal.

3. Sweet book design. Again, a no-brainer at this point.  Give manga publishers credit for picking up on Vertical’s initiative and putting a lot more effort into the design and presentation of awesome manga.  Even Viz, which for years was reluctant to deviate from the 5 x 7.5″ glossy standard, has been publishing its Signature and SigIkki books in eye-catching outsize editions with matte covers, gatefold flaps and interior color pages.  Fantagraphics’ cover for A Drunken Dream suggests that their new manga line will be a good-looking one, although the logo for the imprint is kind of spidery and weird.

Does good book design sell more copies?  In some cases, yes.  Chip Kidd’s line-up-the-spines design for Buddha makes the series look like a must-have, as does Drawn & Quarterly’s intimidating doorstop presentation of A Drifting Life.  In other cases, not necessarily.  In addition to Buddha, Chip Kidd designed Vertical’s editions of To Terra and Andromeda Stories, the only works by major shojo pioneer Keiko Takemiya available in English.  Have you bought To Terra and Andromeda Stories?  Didn’t think so.

4. The Internet. Putting awesome manga online for free browsing seems like a great strategy.  After all, scanlators are always going on about how their piracy does the industry a favor by introducing readers to new titles, so why not use that power for good by introducing people to Moto Hagio and Yoshihiro Tatsumi rather than the latest borderline-pedo-porn strip out of Dengenki Daioh?  Home-grown American webcomics survive, and even thrive, by building an audience online for material that might have trouble finding fans in print.  Can you imagine a print publisher even touching the stick-figure math-nerd strip xkcd, much less figuring out a way to market it?  So here’s the plan, presented Internet-meme style:

1.Put awesome manga online.

2. Build a fanbase and get the attention of critics.

3. Publish the manga in print.

4. ???

5. Profit!

That’s the logic behind sites like SigIkki.com, Viz’s online alt-comics initiative.  The site does just about everything right.  Rather than offering stingy samples, Viz posts entire volumes online.  The lineup (all manga originally serialized in Ikki magazine) is solid but eclectic, including the haunting aquatic fantasy Children of the Sea, the quirky-cute sci-fi drama Saturn Apartments, brilliant up-and-comer Natsume Ono’s not simple and House of Five Leaves, edgy but accessible genre series like Afterschool Charisma and Bokurano: Ours, and out-of-left-field weirdness like Tokyo Flowchart and Bob and His Funky Crew.  The site’s e-reader is excellent, a cut above the clumsy, slow-loading readers most publishers offer.

Are there things publishers like Viz could do better as they move online?  Probably.  My own feeling is that the Viz sites need more non-manga content: blogs, forums, exclusive material, anything that contributes a sense of community.  That’s how all successful webcomics work.  Hell, go to the frontpage for Penny Arcade, the biggest webcomic in the world, and you don’t even see the comic, just the creators’ blog posts about the gaming industry.  (And a ton of ads, of course.)  Scanlation sites have already achieved this; a big part of the appeal of the scanlation community is the sense of being part of an exclusive inner circle of alpha fans.  For a lot of oft-downloaded titles (I’m looking at you, Weiss Kreuz), the manga itself is much less of a draw than the vibrant fan community that’s formed around it like an oyster pearl.

A wise cartoonist once gave me some advice for making a living from webcomics.  He told me that online fandom revolves around stealing stuff, so the only way to survive is to build a cult of personality around yourself to the point that your fans feel bad about stealing from you.  With manga, that’s hard to accomplish, because communication between creators and fans is severely limited–by language, by distance, and by the fact that these people are insanely busy drawing manga all day. Maybe the solution is to develop the publisher itself as a personality, Mighty Marvel style.  The company that became Tokyopop started out this way; anyone else remember the funky editorials of DJ Milky in MixxZine?  Not exactly the way we want the industry to go, but maybe the basic concept could be done more honestly and effectively online.

I guess I’m supposed to devote a paragraph here to talking about iPads, e-readers, smart phones, etc., but they’re going to be completely interchangeable with computers within a few years.  Assume that everything I’ve said about websites applies to apps.

5. Things that don’t make a difference in sales. Flipping or unflipping.  I honestly don’t think enough people care one way or another to make a noticeable dent in sales.  Someone who says, “I can’t read right-to-left because it’s all foreign and hard,” or, “I can’t read left-to-right because it destroys the glorious purity of the manga-ka’s authentic Japanese vision OH GOD THEY PROBABLY DROPPED THE HONORIFICS TOO” wasn’t going to buy the damn book anyway.  In the balance, it’s better to publish manga unflipped because it’s cheaper.

Getting celebrity blurbs.  It’s really cool when famous people, or semi-famous people I admire a lot, share a fondness for my favorite manga.  If such a person is willing to provide a blurb, the publisher should by all means go for it.  But I’m not convinced that Junot Diaz’s recommendation of Monster did anything to spike sales.  And he made that recommendation in Time magazine, the biggest mass-media platform you could hope to reach.  Again, it’s cool when it happens, but I don’t know if celebrity endorsements do anything for sales–unless it’s someone who’s Internet famous, with the aforementioned cult of personality, and orders their minions to buy the book.  Junot Diaz?  He’s just another bestselling novelist with a Pulitzer.  When Joss Whedon or the guy who played Wesley Crusher plugs Monster, maybe Viz will start raking in the benjamins.

Oprah would be good too.  Somebody publish a manga version of The Secret. Only awesome.
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Update by Noah: The whole Komikusu roundtable is here.