Okay, I’m loving the fact that Millarworld books account for 8 of the top 10 downloads in 2010. That’s cool, but what superficially looks like a great deal for creators is less so under a little scrutiny. Yes, you’re eliminating paper, printing, comic store and distributor costs, but there’s hidden costs here I haven’t seen highlighted anywhere.
1/ Apple take 30% right off the bat.
2/ In the case of Wanted, Comixology then splits 50/50 with the publisher.
3/ Then the publisher pays the agent and creative team out of the remaining cash depending on their deal.
In hard numbers, the digital comic is normally half the price of the paper comic, but you have just as many percentages to pay out as a creative team to an electronic distributor and publisher. So effectively the creative team is getting half as much money. For creators, this isn’t great and for comic stores this is awful. I don’t mind paying thirty percent to a local store where my friends work and the guys care about the product. But do I want this money going to Apple?
—Kick-Ass and Wanted co-creator Mark Millar, commenting on the fact that issues of both titles made up the bulk of the top ten paid comics list for the Comics by comiXology application. Perhaps more disturbing, though, was something else he noted — “… I checked several sources last night and nobody could tell me what my download numbers were for these supposed record-breaking numbers of mine.”