How to fix the industry, part 4
TheBigN’s big idea
TheBigN is another American blogger whose work I love to read, although he updates somewhat infrequently. He’s one of the writers at the awesomely-named Drastic My Anime Blog (a great reference though I’m not a big Scryed fan), and though he seems to like Strike Witches, I value his opinion. TheBigN is in med school, so I assume he’s pretty smart, and I’ll choose my words carefully because he may be cupping my balls someday while I turn my head and cough.
What could I as a consumer actually do to fix it? I don’t think buying anime DVDs and merchandise by myself fixes the problems that the industry, no matter which one you’re talking about. It definitely wouldn’t hurt to do so (in fact, I regularly by DVDs, CDs and manga during the year. Enough that I’d probably cringe if I paid attention to what was coming out of my pocket), but at the same time, it wouldn’t necessarily help the situation at hand. And though you could say that’s better than downloading fansubs and that’s that (which I feel also help a little and hurt a little). One thing I can do as a consumer is complain that we’re not getting the best deal out of things, based on what you’ve already said about getting “good” stuff out of here (good in the eye of the beholder of course) as quickly as possible and with the best cost-benefit ratio possible. And trying to let the companies know that things could be better might help, but then I don’t necessarily know how.
I do think there needs to be a good, solid dialogue between the industry and the fans about the problems on both sides of the issue, and some consensus might be made. How to go about that though is another question though. Surveys? Panels? Calls to action? Either way, there needs to be a way for both sides to be able to communicate in order to learn things. Like how/why the industry is exactly in trouble. We see evidence like companies restructuring, and folding in the like, but coupling that with falling DVD sales, fansubs and torrents, etc. how does this mean that the industry is in trouble, for example? Are companies able to do things free samples and get feedback on whether or not these shows are what people would want to buy? How would fans be compelled to buy things instead of grabbing them for free if they present themselves well, like what GONZO’s trying to do? What are the incentives for both sides here, and can they coexist, or even better, work together?
It would be good to try and ask and answer questions like that from both sides, if just to get some bearings on this complex issue that’s not going to get simpler anytime soon. What we can’t do is lob bombs at each other, since that just ends up alienating both sides from each other and making the situation a lose-lose for all involved.
There may already be answers to some of these example questions, but in essence this is a great idea we can all get behind. Let’s open a dialog. Let’s get people on both sides of the equation — consumers and providers — talking.
How does that happen? I don’t know exactly, either; companies in various industries have made giant leaps by becoming more transparent thanks to the power of the Internet. Corporate blogs and the cluetrain style of marketing have made consumers feel like they’re being listened to. I think anime buyers, like any other consumer, would feel much better about supporting companies that they feel aren’t just faceless corporations, but groups made of people who actually want to provide them a good product.
I suppose as consumers we have our own responsibility if there is to be a conversation. Our desires are important, but let’s face it — getting everything for free is probably not a reasonable desire (although the Internet and its largely ad-supported content do make it theoretically possible). Perhaps omo’s insistence that we vote with our wallets is the first step in saying what we need to say.
Any thoughts on how to get the conversation flowing?
Miha | July 25th, 2008 at 5:52 pm
I’m not sure why anime companies would be willing to talk about their problems. Most of the Japanese ones are probably listed on JASDAQ or something in one way or another, and to verbosely admit to your investors that business isn’t doing so well, that would be foolish.
As far as anime creativity is concerned, the number of answered fan surveys and expectations is simply impressive. Couple that with doujin industry observers watching closely for the next big hit, and I like to think the Japanese have things covered.
I really don’t think the Japanese have it as bad as the American anime industry wants us to believe. I admit I don’t know much about the Japanese side of things, but R2 DVD sales for 2007 have kept their ground, while the media mix market expanded even further. It’s just that the first phase of globalization has finally kicked in for anime and the middlemen are suffering a bit for the moment.
otou-san | July 25th, 2008 at 6:08 pm
I don’t think anyone’s suggesting that companies frighten their stockholders by talking about their financial woes. At the very least, “conversations” mean collecting useful market data from the source. Publicly traded companies have done some surprisingly transparent things over here, but I don’t pretend to know whether such a style would be successful or even remotely popular in Japan.
The thought has definitely crossed my mind a couple times that fansubs or the desire for digital products, or whatever else, are all scapegoats for this larger problem the licensing companies are facing. Not going to get easier for them with announcements like Bandai’s direct Blu-Ray stuff, but they will have to get creative. This sort of goes back to Baka-Raptor’s take.
Kabitzin | July 25th, 2008 at 7:56 pm
Oh my!
Businesses have to hire firms that specialize in marketing research. Stuff like panels start with a pre-skewed sample.
Omonomono » How to Fix the Industry: Move On | July 28th, 2008 at 8:33 pm
[...] cheaper, more accessible, more profitable, more meaningful, more sustainable, and more ethical. Some say it’s a dialog, and it indeed is one of the first ways the fans can affect change, if [...]
Wait, the anime industry’s broken? « A.R.K. (Anime Reviews by Korasoff) | July 28th, 2008 at 8:37 pm
[...] defining the problem and putting forth some ideas, then asking famous bloggers for their take on the issue. (As I write this last bit he’s putting the final post or two… Do go read, [...]
Shameful Otaku Secret! » Aaaaaaaaaand… Fixed. | July 29th, 2008 at 10:36 am
[...] TheBigN: Respond to your customers. [...]
TheBig | July 29th, 2008 at 5:15 pm
I think posting at least once a week is perfectly fine myself, thank you very much.
Actually where I’m aiming to specialize in, it would be your eyes that you’d have to worry about. :3
Looking back at what I wrote, I wish that I would’ve proofread before sending it, but I’m satisfied with what’s up there nonetheless.
Oh definitely, and my thoughts focused a little more on the American anime industry, since that’s where I’m most familiar with, however littler that is. But I think if Japanese anime companies want to profit in America more, some sort of conversation with the consumers is necessary. I mean, look at the hubbub that Bandai Visual created when they tried selling Shigofumi and True Tears in a way that would have flown in Japan. But because of “values dissonance”, it didn’t quite work out well. But that’s probably not a great example.
Thoughts on Otakon 2008 Day 2 Part 2: Games! Panels! Karaoke! EPIC! « Drastic My Anime Blog | August 14th, 2008 at 12:01 am
[...] as well. Which is why I get annoyed when some people become pundits about the entire thing. Maybe more of that occurs in the future. It was a little productive. Nothing too ground-breaking (save for maybe [...]