Local Comic Store Spotlight: New England Comics
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New England Comics (Part Two)
It was in New England Comics Newsletter #14 in 1986 that 18-year-old Ben Edlund debuted his satirical superhero The Tick. For anyone unfamiliar with the character, The Tick is a super strong, invulnerable, and not particularly bright hero who charges forward attempting to do good deeds with little regard for the repercussions, all to the battlecry of "Spoon!" New England Comics provided a place for Edlund to first draw the character and create the first comics featuring him in subsequent issues. Recognizing both Edlund's passion and the positive response from customers, New England Comics funded the first black-and-white issues to feature the character in 1988. In the decades to come The Tick would garner multiple series, a cartoon, and two live-action series including an upcoming one on Amazon. It's an amazing success story and its based upon the support of New England Comics.
The attitude that led New England Comics to sponsor Edlund's dream is a guiding force behind the stores. When they recognize something that people care about, they support it. Machado is enthusiastic about carrying whatever customers crave, ranging from a shift towards trade paperbacks in comics to more diverse offerings of games and posters. His attitude as a manager is that "Pretty much, we try and do it all. Why? 'Cause we can!"
Machado notes that the willingness of New England Comics to cater to the changing needs of customers has allowed them to grow their customer base, especially in the last decade. He points out that the stores have always encouraged customers who are "intelligent, fun loving, open minded", but that the number of women purchasing comics from the stores has increased to previously unseen levels. The open attitude and positivity on display in Machado's responses clearly carries forward to new faces exploring comics stores, perhaps for the very first time.
It's a lesson that Machado encourages among his staff as well. He says the key to growing a successful store is "Getting your butt from out behind the counter, interacting, and figuring out what the customers want." That might seem simple, but it's a lot of hard work and has to be followed every day that the doors are open. The results of engaging with this lesson are obvious though. All you have to do is look around the New England area at the many New England Comics locations to know that the hard work pays off, both for store owners and the many comics fans who rely on them.
Machado phrases New England Comics' philosophy towards selling comics simply, "Learn it. Love it. It's the real deal!" That devout enthusiasm is the cornerstone of all 8 store's success.
Click ahead to see full details and photos of New England Comics.
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Store Info
Name: New England Comics
Address: East Crossing Plaza
716A Crescent Street
Brockton, MA 02302
Phone: (508) 559-5068
Website: New England Comics
Twitter: New England Comics
Facebook: New England Comics
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