Though it was an inevitable outgrowth of both online media and the comics industry, discussion of comics on the web changed at the end of 2009 from a "What If?" to a "How much?" Fan options for downloading their favorite monthly titles fall in a wide range in terms of the devices used, the reading experience and the books available with more plans from more publishers reportedly in the works, and a recent estimate placed the size of the digital market between $500,000 and $1 million annually.
However, even with its rapid growth and buzz status (for various reasons) amongst readers, publishers and retailers, the digital comics marketplace is still a very segmented, ill-defined space. Unlike the digital music market where iTunes rules the roost or the growing online book world anchored by Amazon, there is no centralized outlet for comics online nor is there a common format shared amongst the growing number of sales players. And while the former may not come for years if at all, one player in the digital comics space is pushing for the latter to get here and quick.
Micah Baldwin, the CEO and co-founder of Graphic.ly -Â a relatively new player in the digital comics space known primarily for its desktop reader, with mobile and web devices on the way -Â recently explained to CBR that he's been trying to start discussion on a "digital comics open standard" to be shared across platforms in the interest of readers.
"Since I started this business, something that's been bouncing around my brain is the fact that if somebody were to buy a comic book on comiXology and then want to read that comic, for whatever reason, on Longbox, they'd have to buy it again. Fundamentally, that's the reality. If I get a book on Panelfly, and then I get into comiXology and it's also in their library, I have to rebuy it. What's interesting is that if you look at it, that's primarily driven by the technology and not necessarily by the publishers. I think that's lame. It's lame that somebody can't take a book they bought on my system, decide they don't like Graphic.ly and would rather go read it in comiXology and then actually go do that."
In Baldwin's view, the ideal situation for online comics would be one where "the file format of each player is, in essence, the same. It's almost like an MP3, but you'd have to add in some DRM for the publishers." The road block to to that kind of a system, in his estimation, has been the parallel development of so many applications and websites offering legal comics online. "Everybody's working in their own individual vacuum...I really make an effort to reach out, not because I think I'm somebody special, but because on this particular issue, we should all get together. It shouldn't be a competition thing. The reality is that we've all been operating solo. Why don't we make a modified MP3-esque thing that allows for these extras to get plugged in?
"And from a technical position, it doesn't necessarily have to be its own file format. It could be a coding of some sort that indicates a book was purchased on site Y, therefore you can now read it on site X. It gets unlocked."
Baldwin explained that over recent months, he's been discussing the possibility of an open standard for digital comics with his competitors in the market as well as some publishers, and that he understands why there's hesitancy on the part of all involved in a "one size fits all" format. For one thing, with so many companies offering reading apps for free, it's easy to assume that an open format for files could hamper a company's ability to be the sales destination even if they're the reading destination. "Granted, the big fear is that if you buy something on my system and take it to comiXology, then comiXology doesn't get to make money on that sale even though that person is using their system," Baldwin said as a general example. "But my feeling is that the reality is that if somebody is using that system over another because they like the features of that system, then they'll buy more comics from that one system. Most people are going to consolidate. I doubt most people are going to own comiXology, Panelfly, Longbox, iVerse, us and the seven or eight other players that are floating around, buying comics on each one."Pictured: the Marvel Comics iPad App