Comic effect works its magic on children

Published on Tuesday 25 November 2008 20:59

THEIR simple cartoons have entertained generations of children and, it seems, comic books have lost none of their appeal.

Latest figures show sales are booming – up more than 70 per cent in the past five years – suggesting children's comics are seeing off competition from more advanced playthings.

Demand for comics has been boosted by tie-ins with popular television programmes with the UK market now worth 136 million. Sales are up 72 per cent since 2003, bucking trends elsewhere in the market where sales of teenage magazines have fallen by 61 per cent in the same period.

Research by consumer analysts Mintel shows that the pre-teen market, catered to by classic comics like the Beano and the Dandy, has seen a surge over the past four years.

Experts predict sales of comics are set to increase by a further 21 per cent to reach 165 million by 2013 following the success of new titles launched on the back of TV programmes such as In the Night Garden.

Mintel senior analyst Mark Brecchin said: "It seems that the humble comic is standing the test of time and even today they provide an ideal treat for children. The market for this traditional favourite has gone from strength to strength due to a host of new launches, price rises and the fact that publishers now bring out more issues per title each month.

"The popularity of these comics is an impressive feat for traditional media among 21st-century kids, who are increasingly technology-savvy."

Mr Brecchin added: "Sales of comics have flourished despite the wide variety of media and other forms of digital entertainment now aimed at pre-teens."

Former Dandy editor Morris Heggie said the increase in popularity was down to the range available. He added: "In the past, comics were either nursery, adventure, or funnies, but today there is such a great range of subjects, with lifestyle comics following television programmes, films, games, and even sports.

"There are more niche markets today with a huge variety of TV shows having their own comics and even every English and Scottish premiership football team now has their own comic and annual.

"Also there are lots of different comics coming in from abroad with a huge range of Japanese Manga and the graphic novels selling strongly."

Mr Heggie said the current economic climate would only boost comic book sales. He said: "In times of depression book sales generally do well as they are a cheap alternative to buying more expensive presents.

"Comics today only cost about 2 and you get a lot of value for money. They have also always been popular in promoting children to read and this has helped sales."

David Donaldson, former managing editor of DC Thomson responsible for the Broons, said: "This boom in comics is mirrored by the increase in the Broons which had been lying dormant for a few years but has now shot right up."

IN NUMBERS

32

pages in a typical American and British comic book.

72%

growth in comic sales since 2003.

1890

the decade comics first started appearing in newspapers and magazines.

1938

the year the Beano was first published.

136 million

value of comics this year alone.

165 million

the predicted value of comics in 2013.