God this stuff is embarrassing. Please, please, please, San Antonio Express-News, stop writing about comics! I do (when so inclined) to do reviews of comic books in this very space. I know. And I give, what, one-line impressions? And it's for the whole week, not a single issue. Check out Comics Unlimited for the weekly "ship list". A few dozen comics ship every week. So even choosing ONE from a week and reviewing it kinda shorts the whole enterprise. What you're saying is: "Out of an assload of comics coming out this week, we've decided to give attention to this one. Assume it's spectacular."
Right. Look: Us nerd folk who already make the Wednesday Run don't worry much about reviews. We know 4 months ahead of time what's coming out, and even if we don't keep track the good folks at Heroes & Fantasies (In my case. Substitute "Alien Worlds", "Purple Cactus", "Collector's Authority", or "Lytle's" as appropriate. If you substituted "Lytle's", Howdy Ags!) are gonna try and sell us the good stuff anyhow. If there's anything comic shop employees are good at, it's suggesting other stuff for you to buy based on current purchases. Hell, they'll recommend stuff based on what you had for lunch if they're really in the mood. A weekly comic review in the newspaper seems like bad strategy. Especially if you're reviewing single issues in a well-established continuity.
So, you ask, What would you do, asshat? Ah. The San Antonio Express-News, for all its numerous! Glaring! Infuriating! biases, is still the only game in town. Plenty of eyeballs on it. And perhaps even more on their website, considering I don't subscribe but read MySanAntonio.com every morning. And this column has prominent placement. And I assume it's archived. Here's a brilliant chance to bring in coveted New Comic Readers. Why point them to comics that will be on a shelf for two months? I'd stick to collections, trade paperbacks, graphic novels, whatever we're calling them. When was the last time Batman: The Dark Knight Returns was out of print? Or Watchmen? Or even the first arc of Ultimate Spider-Man? Do people know comics can be like this? Vaguely, maybe. Do they know that series have been in print for yeeears without featuring a single super-hero? Not until you tell them about Preacher or Transmetropolitan. Available in trade paperback format at your local comic store or on Amazon. Check the Yellow Pages.
And there are kids. That don't read comics anymore, no matter how hard Marvel and DC try. Maybe they should stop trying, I dunno. I'd rather they not. I was really, really short when I started. But we'll assume you're trying to attract adults. What adult could give a whit about Batman/Superman, who could really give a rat's arse about Jeph Loeb? Who's Jeph Loeb? Yes, non-nerdly readers, I know who Jeph Loeb is and I seriously don't expect you to. Unless you've got Normal Mailer or Tom Wolfe in the credits, skip it in the column. Or deemphasize it. EVEN if Frank Miller wrote it. Yeah. I'm talking hard core cleansing here.
I think the first thing they told me in those jackass writing comp classes was "know your audience." Yeah, I know my audience. It consists of me and two college buddies. I think the good folk (and they are good folk and I wish I wasn't so harsh) who write this column for the E-N need to go for the wider audience. Hell, they've got the equivalent of above-the-fold on the website. Go for the full effect!