Opening the DC Casebook

It’s never easy to pinpoint the exact beginning and end of an era in the history of comics. The conclusion of the Bronze Age and the start of the Modern Age is no exception. It was a transition that occurred as much on the pages of the comics as in the shops, the convergence of multiple publishing efforts and editorial decisions that changed the way comics were sold and read, but also the stories they were allowed to tell.

Dark, British, Violent, and Paperbacks, it’s 1980s DC Comics

The key change that occurred in the comic book industry that DC Comics quickly embraced was the emergence of the Direct Market. Consumers were not buying their comics in the newsstands, they started going to comic book shops instead. Also, the old readers were going nowhere and wanted more mature books.

DC President Jenette Kahn looked for new ways to develop the DC Comics brand with new lines, unexpected licensing deals, and by recruiting emerging talents and allowing them to make their mark. That’s how Frank Miller came and made Ronin, then pushed DC into its dark era with The Dark Knight Returns. This violent story about an old Batman coming back to fight crime in an alternative politicized future was a comic book for adults, an instant success that started to change the creative direction of the company, but also its economic model. It was the book that incited the creation of the DC line of paperbacks, making it available long after its original publication.