Retailer to Former Retailer on a Career Blowing Up, Blind Bags and Variants, and Exclusive Cover Reveal
Mark Spears is an overnight success that was over 20 years in the making: He spent years pitching Monsters to publishers with no success before signing with Keenspot in 2024 (see “Exclusive: Keenspot to Launch ‘Mark Spears Monsters’ Comic“). That series, which Spears writes, draws, inks, and colors himself, has become one of the top-selling horror titles in the direct market (see “Top Trends in Horror Comics“). His new miniseries, Mark Spears Monsters: The Monster and the Wolf, took in over $288,000 in pledges on Kickstarter, and the blind-bagged first issue has racked up 350,000 in preorders for the direct market (see “Preorders Hit 350K“). In this guest column, retailer Jesse Criscione of Jesse James Comics talked to one-time retailer Spears about that blind-bag program, which has 80 covers and 13 “golden tickets,” as well as how he has grown his brand so quickly over the past year.
How did you get started in comics, and what was your first credited book?
My first comic work was published in 2001 by Image Comics. I did interior pages for Ultiman #1 Giant Issue. I had been sending in samples since I was 17, back in 1993, but professionally, almost 25 years.
How many companies did you pitch Monsters to?
I pitched it to every company I knew had distribution, so I would say 30 or more. Some would not even give me a response; some were nice enough to say no. Most publishers said they did not like it or it was not a good fit for them.
Can you describe how things changed after the first issue came out in September 2024?
I had been worried about not getting enough work in comics. I would do a few covers, but I begged all the companies to do interiors, because I knew I might be able to survive for a while on that and pay the bills. I told my wife my dream of working in comics seemed to not have worked out the way I had hoped. I finally got inside the door and was doing covers, but I just could not get enough work to get by.
Then Mark Spears Monsters #1 came out at the end of September, and I noticed when I did an appearance the first week of October in Knoxville, Tennessee, that we had a line the whole time I was there. That had never happened before. That December, the Kickstarter for The Monster and the Wolf did over $250,000, so my family knew something was different. Since then, I have had to turn down offers for work, and now I get to pick what projects I want to work on. The fans have given me such a gift in accepting Monsters, and my life has completely changed. I am so grateful for every day I get to do this for a living.
How much did social media come into play, including your appearances on podcasts and creators’ shows?
My social media numbers were about the same before I did my first comic cover. I had been getting fans from the trading cards and from others posting about my work, plus articles about the Spirit Halloween movie [for which Spears did the poster and in-story artwork] got me some attention. I think podcasts and livestream interviews are where a lot of people saw me and started to check out my work. Even if I was not on those shows, many were talking about the top 10 comics, and Monsters was on the list for a long time when it came out. I think all that really helped. I believe podcasts and shows are the Wizard [Magazine] we used to have back in the day. It’s where you can meet creators and hear about projects, and it’s a great atmosphere. It’s a lot like going to a comic book shop and talking to your friends.
How do you plan on approaching variants going forward?
I want to always have at least one or two variants per issue, done by me of course, just because I like to give people a choice. Some comic fans will want them all, some will just want their favorites, so I try to give them a variety to pick from.
Store exclusives were also a big part of your success. How was this a benefit, and how do you now plan on doing these going forward? Do you feel that maybe this got out of control, and some stores might have been taking advantage of the Keenspot program to obtain them?
I was new to all the “exclusive” cover stuff when I did covers in 2023. Back when I had a comic book store in 2000, we never had anything like that, and rarely were there any variant covers. I believe Keenspot was also not very familiar with them, so at the start we were doing exclusives for the wholesale cost of the comic. No art fee, just the same price as a non-exclusive. I want to say it was only a 250 minimum too. We learned as we went along. I think the exclusives got my comic out there a little more, but I thought it was getting to be oversaturated, and I wanted to pull back a little. I am very careful with my brand, my art, and I never want to oversaturate it, so we eventually stopped all exclusives unless I do them myself.
How much has your fanbase grown, and how has it helped keep you going?
It’s a humbling thing to see people wait in line to talk to you and share what they enjoy about your work. It’s such an emotional thing. I remember the con at Huntsville this year, my first con since Monsters #4 came out. When I saw people lining up, I couldn’t believe it was for me. I went in the green room to eat lunch with my wife and one of my sons and started crying. It was such a roller-coaster of emotions. I felt like people finally accepted me.
How has it been working with Todd McFarlane on covers for Spawn?
A dream come true! It’s like getting to the NBA and Michael Jordan is going to be on your team. I have to stop every now and then and just enjoy the moment. It’s just amazing. Todd has such great advice that I make sure to write down little things he says, or if I watch an interview he does, I take notes. I’m always learning.
Your last Kickstarter was a great success. What are you doing to get it on track to ship, and are there any bigger pivots you will do in the future, such as a new shipping warehouse?
We have created a shipping team here to get it all out on time. The only snag was we ran into printer errors. They had a problem in their system that printed many of the books wrong, so we are getting that fixed. Once we get them in, we will start shipping the same week. I have a great team that helps check for damages; they bag and board and are doing a great job. Can’t wait to get the Kickstarter books out!
Tell us about your new blind bag for October. How do retailers benefit from it, and what can the fans expect?
I had been told I was only going to be able to do three covers for The Monster and the Wolf #1, so I thought, let’s do a blind bag, then I can do whatever I want. I wanted to do something that has never been done, so we have over 53 original covers, over 80 in all counting variants. We even have “Golden Tickets” in 13 of the comics that are called “The Unholy Grails,” where I made a one-of-one comic, and I will sign it, grade it, and sent it direct to the customer who gets the ticket. It’s Halloween so I had to make the covers trick-or-treat; there are lots of treats, but we have some funny trick covers as well. I have glow-in-the-dark covers for the first time, which I am excited about, and licensed Night of the Living Dead covers as well, and maybe some “secret covers” no one even knows exist. I think retailers will be able to have something themed with the season that is fun for customers to open and enjoy. It’s all about entertainment, and I want their customers to be entertained when they buy the blind bags.
How have your family and close friends helped you grow your business?
I could not have done it or continued it without them. It’s really been a team effort: my wife, my sons, my friends, and then advice from people I trust. It takes all that for me to be able to do what I do. I just turned 50, but really, I have only been in comics since 2023 when I did the four Spawn Universe covers. All that other time, between 2001 and 2023, I was doing comic book licensing artwork or trading cards, whatever work I could find in the comic industry, but it was not actual comics. So I am still a rookie at most of this, and I have learned so much from great retailers and creators who came before me.
Finally, any sneak peeks for us?
Here is a cover reveal for you I don’t think anyone has seen, one of the Glow in the Dark covers.
Click Gallery below for full-size cover reveal!
Source: ICv2
