The industry avengers: An analysis of contemporary comic book publishers in the Philippines

This article provides a new perspective on comics publishing in the Philippines, particularly when compared to the cheap, mass-market image it used to carry. It also opens discussions on electronic publishing, piracy, exploring untapped markets both locally and internationally, among others. In-depth interviews were conducted in order to investigate the firsthand experiences of contemporary comic book publishers in the Philippines. We limited our study to independent publishers, noting that their experiences are also testament to the end of the monopoly of big, commercial presses in comics publishing. Findings reveal that comics publishers in the Philippines (1) belong to a close-knit community of creatives and academics; (2) benefit from comic conventions and cult followings; (3) manage to operate with insufficient support from local bookstores; and (4) use various coping strategies in the form of novel roles, products, and distribution systems.