Good night, Marvel, and good luck

A couple months ago, Annie told you that I might have some thoughts to share regarding Disney's acquisition of Marvel. And indeed I do, albeit from a different perspective than you might expect.

At this point, it's fair to say that Marvel has lost my business. I'm still in the process of selling my Marvel paraphernalia, but my days of buying their comics and products are over. I've suffered too much as a customer and a fan to open my wallet for them again. Just this week I was reminded that leopards can't change their spots when I learned that "Marvels: Eye of the Camera," a miniseries I considered the company's last chance at redemption, faced new delays and wouldn't conclude until next year. I'd say this was the straw that broke the camel's back, but to be honest, that camel's back was broken long ago. I'm only now coming to terms with it.

Still, this prolonged processing has given me enhanced perspective on Disney's acquisition of Marvel. So as I bid the comic book publisher adieu, I offer these parting words of advice to Disney as it considers how to best manage and make profitable the House of Ideas.

1. Scale back operations. Simply put, Marvel is publishing too many comics. The publishing universe that some say is grand I say is bloated. The vast library also is off-putting to new customers. Take a long, hard look at the bottom line returns and lob off the lackluster performers, even if they're critical darlings or fanboy favorites. It's for the best to streamline things.

2. Don't release a miniseries until it's finished. Whether it's something as minor as the 2099 relaunch or the crossover event of the summer, don't publish the first issue until the last is done. Monthly comic buyers have been burned so often that many now "wait for the trade." Stop the trend by making this pledge: "We promise to be on time. Really."

3. Assert sensible editorial control. It might sound good to say that you're taking a "hands off" approach to handling Spider-Man and Wolverine, but the truth is these key properties are far too valuable to let go unmonitored. Have a corporate rep at story meetings. Prudently veto plot points when necessary. You must protect these characters and customer respect for them.

4. Tap into the casual market. And by casual, I don't mean kids. Look at what Nintendo has done to draw women and working adults into the video game industry with Wii Sports and Wii Fit. Consider how you can replicate that success in the monthly comic format, drawing new or lapsed customers into comic shops across the nation to buy cheaper, self-contained reads.

5. Identify and groom new leaders. Joe Quesada is quickly becoming Marvel's longest serving editor-in-chief since Stan Lee. But unlike Lee, Quesada's editorial track record has more blemishes than accolades. Look now for the younger blood to succeed Quesada and chart a transition so that Marvel can move boldly into a new era.

Marvel has lost my interest, but it need not lose the interest of others. I submit that by taking these steps, Disney could right the ship and sail into more editorially sound and profitable waters.