Marvel comic books have truly endured the test of time, with nearly seventy years in the comic book industry. What started as a few niche pulp magazines sprouted into an entire Marvel Comics Universe, including comic books, trading cards, films, merchandise and “Motion Comic” DVDs. While technology has thrust comic book heroes from the glossy pages of a magazine to computer screens, cell phones and the big screen, the characters and storylines have proved to be timeless.
Marvel Comics began as Timely Publications in 1939, founded by Martin Goodman who started Western, Mystery and Science Fiction pulp magazine in 1933. Graphic novels were becoming the next hottest thing, so publisher Goodman added an editor, managing editor and business manager and moved into an office on West 42nd Street in New York City. The first publication was Marvel Comics # 1 starring the Human Torch (Carl Burgos) and Namor the Sub-Mariner (Bill Everett). Their real blockbuster comic book series was Joe Simon and legendary Jack Kirby’s Captain America (debuting as “Captain America Comics #1″ in March 1941), which sold nearly 1 million copies!
Publisher Martin Goodman hired a distant relative, teenager Stanley Lieber (”Stan Lee”), as a “gofer” office assistant in 1939, but by 1941, when Joe Simon departed, Stan was promoted to interim editor. Stan Lee is often credited with re-envisioning the entire brand, starting with the change of the Timely Publications name and logo to Marvel Comics. Keeping a close eye on the comic books DC was making (notably, the Justice League comic book series), Stan Lee followed suit with The Fantastic Four (Jack Kirby, 1957). During this Golden Age of comics, Marvel really distinguished itself from the competition by featuring more complex, psychologically-driven characters and plots. Lee enlisted the art of Jack Kirby to create some of his greatest characters, such as the Incredible Hulk, X-Men, Thor, Iron Man and the Silver Surfer. Meanwhile, Steve Ditko illustrated some of the best comic book characters; notably, the Amazing Spider-Man and Dr. Strange.
Marvel Comics publisher Dan Buckley is looking to the future. He hopes that people will continue reading comic books using new formats like motion comics, as well as cell-phone and iPod comics or downloadable issues. He does worry about the loyal little comic book store owner, though. “We don’t want to do anything to hurt anyone in the short term. We’re still quibbling about what the primary form of revenue will be,” Buckley said, relaying that some comics can be found online for free. So far the internet has been a great promotional tool for the comic book industry.