They explain, “Howie often found himself trapped on a newsrack he never fit,” suggesting that the “not-for-kids” content of the comic book was not reaching the right audience because it was frequently shelved with books for the “bubblegum brigade,” so even “discerning readers” were having a hard time finding it. The other thing that stood out about the editorial announcement in the final issue is that it blames poor sales for the book’s cancellation in a roundabout way. The final two issues of the original volume is the first time we see Bev practice some agency and make use of her intelligence. Heck, even Howard with Gerber has cult appeal at best, even within the already insular world of superhero comics. The fact that Howard’s new magazine would only last nine issues and he would not have his own book again until Gerber’s return to volume three in 2002, suggests that Howard without Gerber is never going to be a big draw. The editors try to make it sound like Mantlo coming on is a great thing, but the letters are either addressed to Gerber (or Gerber and Colan) or explicitly mention him even when addressed as “Dear Marvel.” In other words, despite trying to put a good face on it, Howard the Duck is associated specifically with Gerber (at least at that time) in a way that other characters are not. Speaking of that, the editorial note in issue #30 frames Steve Gerber’s departure as something that happened of his own volition, rather than being fired. Furthermore, while it is possible the editor was referring to the black and white magazine, the responses to the letters on the very same page make it sound as if the color series will continue, when he assures readers that all the abandoned characters and plot threads (from Paul Same to the Kidney Lady to Joon Moon Yuc) would “soon be written back into continuity” by Bill Mantlo, the series’ new scribe. This placement contributes to the sense that the cancellation announcement was a last-minute addition or that it was being “buried” for some reason (though that’d be a silly thing to do if you want the mag to sell). The announcement is in the bottom right corner of the page, and thus presumably read last, while the contradictory announcement in the previous issue was on the top left (and thus presumably read first). Don’t believe the rumors, True Believers! But then a yellow box on the letters page of issue #31 tells us “The Duck is Dead! You hold in your hands the last issue of HOWARD THE DUCK-the color comic, that is.” It then goes on to announce that the black and white mag will be replacing the comic series. In issue #30, a blue box on the letters page explains that the Howard the Duck series would not be cancelled and that if they publish a black and white Howard magazine it would be a supplement to the traditional comic book sized series. It could be that I have paratexts on the brain from our recent academic round table on the subject but the thing about Howard the Duck #30 and #31 that sticks out to me most are the conflicting editorial announcements about the future of the series only two months apart. The editorial announcements in Howard the Duck #30 and #31.
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