The Turtles were inadvertently responsible for one of the most disastrous speculation runs in comics history.
But what made the book interesting — and its eventual appeal universal — was the fact that it wasn’twas also an action-packed, violent, and dark story, far removed from the Day-Glo silliness of later Turtles incarnations. Eastman and Laird couldn’t afford to release the comic in color, so they’d followed the lead of those other acclaimed indie comics by printing in black and white, which made it look more mature next to the childishly colorful titles from Marvel and DC Comics.
First came the consumers. The scarcity of that initial print run meant buyers lucky enough to have copies could sell them to collectors for as much as $100 in 1985 — a markup of more than 6,600 percent. Comics speculators seeking similar ground-floor investments started snapping up other comics that could appreciate in value, and even non-speculators became interested in reading more stuff like the adventures inIt was a perfect recipe for quick wealth.
Although some shops were well-intentioned in their attempts to show off work from independent writers and artists, there were plenty of bad apples. In 1986, at the height of the craze, one businessman secretlyfour competing publishers. Sales numbers from that era are hard to find, but a commonly cited statistic says a typical indie publisher before the boom would print only about 10,000 copies of a comic.
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