Michael Walton opened and operated a comic book shop in Virginia during the 1990s, and therefore bore direct witness to the impact these stores had on the comic book industry. While retail booksellers and magazine stands continued limiting their comic book sales to titles approved by the Comics Code Authority, the dedicated stores sold a wider range of comics, including those not bearing the CCA’s stamp of approval. Writers, artists, and publishers saw an opportunity to bypass the onerous content restrictions of the CCA and began producing more mature content. When sales of these titles began superseding the revenue from their Code-approved counterparts, the CCA’s influence began fading until it disbanded in 2011.
Anecdotes and insights from Walton’s shop-owner days appear throughout his 2019 history of horror comics, and my only significant disappointment with the book is that it does not contain enough of his personal stories. His history is certainly informative and well-researched, but if you’re looking to understand comic books there are better choices available. David Hadju’s The Ten-Cent Plague is a more extensive cultural history of the early 1950s hysteria over horror and crime comics, and Bradford Wright’s Comic Book Nation provides a better and more thoroughly researched analysis of the comic book medium. If you don’t know about William Gaines and EC Comics, or Dr. Fredric Wertham’s Seduction of the Innocent and the 1954 hearings of the Senate Subcommittee to Investigate Juvenile Delinquency, then Walton’s book might be a good place to start; if you’re already familiar with this history, you won’t find much fresh insight here.
However, when Walton steps away from historical scholarship, his prose comes to life. His engaging sense of humor comes through in passages such as the following analysis of tie-in sales, a rumored but never proven practice of comic book distributors that supposedly compelled retailers to sell comics they found objectionable:
… if a newsstand owner decided they didn’t like the cover of this month’s Horrific comic book and kept it hidden away under the counter and not for sale, the distributor could punish the newsstand by no longer sending them more popular magazines like Time or TV Guide and thus hurting the retailer’s overall sales. Distributors were portrayed as some shadowy entity that was motivated strictly by profit. “So what if you don’t like those horror comic books,” the distributor would say, “We don’t care that they are corrupting our children. You MUST sell them or we’ll pull ALL of your inventory and then your children will starve,” and the distributor would break out in demonic laughter before vanishing in a puff of sulfur-smelling smoke.
I would have liked more of these passages, and also to know more about the actual interaction between distributors and retailers, on which Walton could have offered a unique perspective as a shop owner. The glimpses he provides of this industry are fascinating, but there are frustratingly too few of these views.
Perhaps the most valuable part of this book is Walton’s review of current and past horror comic titles. The opening sentence announces his “deep and abiding love for all things horror,” and his reading list is extensive and, based on his descriptions, often compelling; on my next visit to the comic store, I’m definitely purchasing Clean Room. Walton’s catalog of horror titles reminded me of how much I enjoyed the black-and-white magazines published by Warren in the 1970s. While not as lurid as the EC Comics of the early 1950s, they were definitely edgier than the Marvel comics I avidly consumed in my teens.
I can’t leave reviewing this book without noting some inattention to detail in its editing; Walton’s tendency to repeat phrases or ideas could have easily been rectified, and some outright errors, such as listing the birth year of Dr. Fredric Wertham as 1985 instead of 1895, should not have been overlooked. But these problems don’t significantly detract from the overall value. Anyone who’s curious about the horror comic genre will definitely appreciate Walton’s book.
I’m adding a personal note to this review. I met the author and purchased his book at my local library a few days before the start of my state’s COVID-19 lockdown. It now seems like his talk occurred in a different era, one which we may never revisit. I had no idea this could have been the last time I ever stepped in front of an author and had him or her sign a book I had purchased. It’s a small loss in the great scheme of things, but one that shouldn’t go unnoticed.