Marty Golia has a question about Western Publishing…
I have a question about Western Publishing, but realize it concerns a section of their business that you may not have had much/any contact with.
During the 50s and 60s, Dell and Gold Key put out a lot — a lot — of comics based on TV shows and movies, either as their own title or as part of the "Four-Color" series, and many of these seem short-lived. Some were based on shows that had some "kid-appeal" (The Danny Thomas Show, any number of Westerns), but others were based on more adult fare (Burke's Law, The Gale Storm Show).
So, my question is: To arrange licenses for so many titles at a pretty rapid pace, did Western have contacts at the networks or studios who were able to set up a "standard" deal as shows were announced? And was this part of a strategy to keep the pipeline filled, whether there seemed to be an audience for things or not?
I think I can answer this…and also point out that the Burke's Law comic book was published by Dell after it had severed ties with Western. And to respond to the last question first: They put out what they thought would sell and a lot of that was based on knowing what had sold for them in the past.
When it came to landing licenses for comics based on movies and TV shows, Western had at least three tremendous advantages over companies like DC, Marvel and Archie…four if you count the fact that some companies simply weren't interested in publishing characters and properties they didn't own. But here are the other three that come to mind…
1. Western had an office in Los Angeles. Actually, for most of the fifties and sixties, it was located in Beverly Hills on the same prestigious block as the local branch of the Friars Club, hangout of a lot of folks in show business. DC and Marvel had no such offices. Representatives of the movie and TV studios could visit those offices and Western staffers could visit the studios. That made for closer relationships.
Before Alex Toth (based in Los Angeles) drew that comic of The Danny Thomas Show, he visited the set of The Danny Thomas Show. Before Dan Spiegle (based in Santa Barbara, an easy drive) drew the Maverick comic book, he visited the set of Maverick. DC was not going to pay to send an artist to Hollywood.
2. Western did more than comic books. Let's say you were working for a TV show or movie and it was your job to arrange for merchandise and promotional marketing for that movie or TV show. If you went to DC or Marvel or any of several other comic book publishers, they might make you an offer to a do a comic book. If you went to Western, they might make you an offer to do a comic book, a coloring book, some activity books, some hard or softcover kids' books, a "color by number" book, a "paint with water" book, a jigsaw puzzle, a paper doll kit, a Big Little Book, etc. Comic book companies that published only comic books didn't make all those deals.
At one point, Western even did "scratch-and-sniff" books. Winnie the Pooh could sit down to eat some honey on a page of the book and you could scratch a little patch on that page and smell the honey.
3. Western was with Disney. And if you were in that line o' work, you were constantly studying what the Disney organization did because they were the undisputed masters of merchandising a movie or TV show. Nobody did it better and the core of much of that was their close relationship with Western Publishing, aka Western Printing and Lithography. If the guys at Disney trusted 'em, so would you.
And I suppose there were other reasons. If you had a property that appealed to kids, it made sense to deal with the company that handled that kind of thing not only with Disney but with Warner Brothers, Walter Lantz, Jay Ward, Hanna-Barbera and others. Those animation firms were pretty happy with their relationships with Western.
The company had a good rep. In the seventies, though Western was on the downslide, the Edgar Rice Burroughs Estate very much regretted moving their licenses from Western to DC and then to Marvel. The Hanna-Barbera folks very much regretted moving their licenses from Western to Charlton and then to Marvel. (I was involved in recovery efforts from both of those disasters.)
Western was an amazing company. I used to say — and I guess I still say — they did a lot of things right that other comic book companies did wrong but eventually, they were done in by doing a lot of things wrong that other comic book companies did right. I'll probably be elaborating on those right and wrong moves in future posts on this blog.
Did you know that Western, alone among the major comic book publishers, was as far as I know alone in having pension plans for some of their freelance writers and artists as well as incentive plans that paid bonuses to such people…and they did this at a time when DC or Marvel would have laughed in your face if you suggested such a thing?
