Comics court girls inspired by Japanese manga
Industry heavyweights including Time Warner Inc.'s DC Comics and Marvel Entertainment Inc. are betting that girls represent a big growth opportunity for the traditionally male-dominated medium. It's part of a renewed push in recent years by the two biggest comic-book companies to court a new audience with products aimed squarely at teenage girls.
The new titles are inspired in part by the fast growth of translated Japanese comics called manga. While gory and violent themes aimed at boys are staples of manga, fantasy and romantic storylines meant to appeal to girls have helped manga capture the attention of female readers, an audience comic publishers have long struggled to attract.
Last month, DC Comics launched a line of original books, dubbed Minx, which include "The Plain Janes," about a band of suburban outcasts who form a "secret art gang." Other Minx graphic novels include "Re-Gifters," — about a Korean-American girl and martial arts enthusiast who falls for a surfer boy who gives a present she buys him to someone else — and "Clubbing," which follows Charlotte "Lottie" Brook, a London girl sent to live at her grandparents' dowdy country club after being caught with a fake ID at a chic West End nightspot.
The manga category is expanding quickly. Total sales of manga books jumped 22 percent to 9.5 million units in 2006 from 7.8 million a year earlier, according to Nielsen BookScan, which collects point-of-sale information from 6,500 retail locations across the country, including those operated by Borders Group Inc. and Barnes & Noble Inc. The manga category in 2006 accounted for about two-thirds (68.5 percent) of all graphic novels sold in U.S. bookstores, up from slightly more than half (53.8 percent) in 2004, according to Nielsen BookScan. (The figures don't include comic-book stores.)
That fast growth helped convince DC that the time is right to cultivate a significant customer base of teenage girls.
"We were looking at the success of manga as a great sign that teenage girls were actually reading comics again," said Karen Berger, a senior vice president at DC Comics who oversees the Minx line. "Girls tend to read more than boys historically, and the fact that there hasn't been that much material in the comic and graphic novel form aimed for young girls before this just leaves the area wide open."
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