What's Happening?
In 1991, DC Comics launched 'Impact Comics,' an 'all ages' line featuring superheroes licensed from Archie Comics. This initiative aimed to create a kid-friendly imprint, contrasting with the prevailing 'grim and gritty' trend in the comic industry. The
decision to license existing characters from Archie Comics, whose superhero line had been dormant since 1983-1985's Spectrum Comics, was made to avoid relying on newly created characters. The initial Impact! Comics line, which included titles like 'The Fly,' 'The Comet,' and 'The Black Hood,' debuted in July 1991. Despite featuring notable talent, the line experienced a 'steady, troubled seventeen-month slide to cancellation' due to creative issues, deadline problems, and a lack of consistent editorial vision. By the end of 1992, the original Impact! Comics line was effectively over, with seventy-nine monthly issues, four annuals, one Winter Special, and three 'Who's Who' issues published.
Why It's Important?
The 'Impact Comics' initiative represents a significant attempt by a major U.S. comic publisher, DC Comics, to diversify its offerings and capture a younger audience. Its struggles highlight the complexities of launching and sustaining new comic imprints, even with established characters and talent. The failure of the initial Impact! line underscores the challenges of maintaining a cohesive editorial vision and effective marketing in the competitive comic book market. This effort to create a 'kid-friendly' alternative also reflects a broader industry tension between catering to a mature audience and attracting new, younger readers. The licensing deal with Archie Comics demonstrates a strategy of leveraging existing intellectual property to mitigate risks, though in this case, it did not guarantee success. The difficulties encountered provide valuable lessons for future attempts at comic book market expansion and audience engagement.
What's Next?
Despite the initial failure, DC Comics decided to give the Impact! Comics line a second chance, based on a re-launch plan proposed by editor Jim Owsley. This re-launch, which dropped the exclamation point from the logo, was designed to create a 'sophisticated, cohesive universe' for younger readers. It began with a six-issue miniseries titled 'Crucible,' launched in February 1993, which picked up the story six months after the disappearance of the original heroes. Owsley aimed to address the previous issues by employing a single team of writers, Mark Waid and Brian Augustyn, for the miniseries and subsequent ongoing monthlies like 'The American Shield' and 'The Mark of the Black Hood.' The re-launch faced its own set of administrative, creative, and marketing challenges, including disputes over artists and pricing strategies. The narrative suggests that the 'nightmare-on-wheels' continued, indicating ongoing difficulties in establishing the revamped line.
Beyond the Headlines
The story of Impact Comics delves into the intricate behind-the-scenes dynamics of the comic book industry, revealing the often-turbulent relationship between creative teams, editorial administration, and marketing departments. Editor Jim Owsley's candid internal memo, titled 'Is Impact Dead? Notes on the Impact Re-launch,' offers a rare glimpse into the internal skepticism and challenges faced by creators and editors. The emphasis on attracting 'boys aged eleven to fourteen' and 'eight to eleven who are somewhat precocious' highlights the industry's constant struggle to cultivate new readership amidst declining numbers. The attempt to counter the 'grim and gritty' trend with 'kid-friendly' content also reflects a cyclical debate within comics about target demographics and thematic direction. The logistical hurdles, such as securing talent, managing deadlines, and navigating administrative approvals, underscore the complex operational realities that can impact even well-intentioned creative endeavors.
