Digesting some thoughts.

Pictured above, Golden Comics Digest #45 from 1975, which I’m pretty sure I had back then.
Mark Evanier wrote an interesting article about the Gold Key Digests of the ’60s and ’70s. I don’t encounter these too often in the wild, unfortunately…I had a collection come in with some Boris Karloff digests, but it was so far back that I can’t remember if it was at my current store or at the shop at which I used to work.
Any, Mr. Evanier presents some surprising revelations about how these digests sold, depending on whether or not other regular-sized comics were available as well. I’m going to ask you to read his post first so I don’t spoil it — okay, have you read it?
Good. Basically, he says that Gold Key’s digests tended to sell poorly when the digests were available in the same retail space as regular-sized comics, or even if regular-sized comics happened to be in a nearby store. However, if the digests were the only comics game in town, they sold pretty well.
That surprises me a little, given that a money-conscious child should find that a relatively thick digest a better deal than a normal comic book…twice or three times the price for maybe four or five or more times the content?
Evanier believes that sales were poor in comparison to the typical comic book size as the digests looked “cheap and unimportant,” which could be possible. A problem with perceived value could have set in, with kids comparing the smaller, pricier format to the more familiar, less expensive, larger format and deciding “bigger is better,” I suppose. Even if the the digests were, page-to-penny, a better deal.
And perhaps there was the perceived nature of “newness” — the periodicals came in new every month or two. So did the digests (perhaps not as frequently) but they may have read as “books” and “non-periodicals” to a child’s eye, and did not seem as “fresh.”
Not that comic digests died with Gold Key/Western’s offerings. Archie had been selling digests for years, probably helped quite a bit by being grandfathered into those grocery store racks right near the registers in prime “impulse buy/kids begging their parents for one” spacing. I do wonder what their particular sell-throughs were on those, given that anything distributed through retail chains like that would be returnable. These sales numbers on Comichron can give you an idea of how Archies sold in general, and it includes the note that, eventually, the digests outsold the periodicals. (However, the digests are having their own issues at the moment.)
Personally, at my previous place of employment and my own store, the Archie digests sold…in bursts, actually. I’d order ’em, they’d sit on the shelf for a while, then someone would come in, exclaim “ARCHIE DIGESTS!” then buy an armload of them. So they weren’t consistent sellers so much as eventual ones.
One thing I did get reminded of with Mr. Evanier’s post was, of course, the DC Comics digest.

Starting in the late ’70s, not too long after the Gold Key digests took their final bow, these were primarily reprints of older comics, but the occasional new story would slip in here and there. You had Best of DC (which ran 71 issues from 1979 to 1986), and DC Special Blue Ribbon Digest (24 issues from 1980 to 1982) as the primary series, though the DC Special Series had a couple of digests in its run as well.
I have no idea if these suffered the same sales fate as what Mr. Evanier described for the Gold Key digests. Alas, I didn’t check with my former boss about how they sold for him at the time, so Watch This Space for updates once I ask him. But I’m guessing they didn’t…this was a slightly different target audience, and one (at least among your already-converted comic book fans) that may have had a stronger appeal. There’s a not-insignificant portion of that audience that wants reprints of material they might have missed.
I know I picked up just about every digest DC put out for a while…I was still relatively new to following the DC Universe, and these digests made for great catch-up tools. Origins were reprinted, interesting multi-issue storylines were gathered together (making for mini graphic novels, of sorts). Sometime some new editorial content was provided, like Bob Rozakis explaining how he scripted the heroes vs. villains baseball game in this “Strange Sports Stories” digest. Or sometimes there would be text pieces, usually by E. Nelson Bridwell, contextualizing the reprinted stories.
I would generally find these in locations like convenience stores tha talso carried your standard-sized periodical comics, so again, I’m guessing they didn’t take quite the same sales hit as the Gold Key digest line did. Regardless, by the mid-1980s, this format was essentially dead, replaced by the more costly, but probably more bookstore-friendly, trade paperbacks. (Marvel had its own short-lived line of digests in the mid-to-late 1980s, reprinting some of their licensed material like G.I. Joe, which may warrant its own post.)
The digest format is missed, I think, as it was a quick and easy and inexpensive way to catch people up on some classic comics. I always liked DC’s digests, particularly with some of the wild new covers some of them got. Unfortunately, my current eyeball status probably precludes enjoying the reprints therein, but for Young Mike, they were just the perfect size and format.
It’s not quite the same, but DC seems to be having some success with the current Compact format, which are essentially manga-sized paperbacks representing many of their classic books in a smaller format, at a flat $9.99 price point. At least, they sell well for me, and they keep making them, so DC must be making some money on them. Titles like Watchmen, New Frontier, Supergirl: World of Tomorrow…not quite the diverse and weird themes that would be collected in digests (like “here are all the weird secret identities Superman used!”) but it’s nice to have a lot of this work in more affordable formats.
Again, maybe just a little too small for easy readability by yours truly, but those of you with young, spritely peepers should be fine. However, I imagine even the sharpest of eyeballs will feel my pain once that Compact edition of Crisis on Infinite Earths comes out. Keep your magnifying glasses at the ready!











I’ve noted before the main difference between this series of posts and the series I did focusing on 





















