Summary

eading material on the tablet or Smartphone and access them while traveling or killing time.
Difficult words can be highlighted and looked up on the device’s in-built dictionary providing
greater usability. The ability to carry hundreds of books; worth of content also frees luggage space
and much needed shelf space at home. Although all these mean greater convenience, the disruptive
read and stop, read and stop habit might translate to an inability to focus or digest longer content.
Therefore the new age consumers prefer small doses of content that can be read quickly and easily.
2.3.5. Market Trends
In Japan, sales of hardcopy comic books had been declining (Exhibit 2-5) while downloads
of digital comics has been increasing (Exhibit 2-6). This reflects the shift of consumers to reading
comics on digital platforms such as their PC, tablets or Smartphone. This trend is not just limited to
Japan but is also a global phenomenon. 10 Even Marvel, the world recognized leader in comics went
bankrupt in 1996 and had to restructure its business by establishing licensing models to leverage
some of its world-renowned brands like Spiderman, the Incredible Hulk and Captain America. 11 The
licenses were sold to goods manufacturers and Hollywood, which are always searching for fresh new
ideas. Marvel, along with many other comic publishers, then developed apps for tablets and smart
phones to meet the increasing demands of users.
10 Reid, Calvin. "Tough Times at Tokyopop." Publishers Weekly. N.p., 7 Mar. 2011. Web. 3 Apr.
2013.
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11 Reiss, Robert. "How Marvel Became A Business Superhero." Forbes. N.p., 2 Jan. 2010. Web. 9
Apr. 2013.
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