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‘Whenever your leads are white American males, you’ve got a better chance of reaching more people’

by  in Comic News Comment

With its unique blend of Marvel-minutiae mastery and near-total frankness, Marvel Executive Editor Tom Brevoort’s Blah Blah Blog on Marvel.com tends to be an extraordinary document even on days when it’s not touching the third rail of fanboy politics. But in his most recent post, Brevoort does exactly that, addressing the question of why, despite having a great big universe at its disposal, Marvel’s comics tend to star white dudes from the U.S. of A.

Responding to a reader question regarding the difficulty of sustaining books with international leads, like Captain Britain & MI:13 or Alpha Flight, Brevoort expands the issue, likening the situation to the plight faced by “series with female leads, or African-American leads, or leads of any other particular cultural bent”:

Because we’re an American company whose primary distribution is centered around America, the great majority of our existing audience seems to be white American males. So while within that demographic you’ll find people who are interested in a wide assortment of characters of diverse ethnicities and backgrounds, whenever your leads are white American males, you’ve got a better chance of reaching more people overall.

Interestingly, Brevoort seems to view “American” as a far more key component for a book’s success than “white” or “male”: He goes on to speculate that books whose leads are black or female and American will have an easier go of it than books whose leads are white and male but foreign.

There’s an awful lot to chew on in there, from the assessment of Marvel’s audience to the characterization of their interests to the comparison of international characters with women or minority characters to the whole chicken-egg question of which came first, the demographic or the subject matter. Is Brevoort’s analysis a common-sense observation, a self-fulfilling prophecy, or something else entirely? What do you think?