Basically - we must get the product back into the maximum number of venues, in cheap and accessible packages. Comics are primarily a cyclical fad, and they depend upon new readers being able to spontaneously discover them, on a spinner rack, at the drugstore, or the Mom & Pop, or the grocery story, or the bus depot, etc., etc. As long as new blood has to make a conscious decision to walk into a comic book shop, looking for comics, and as long as the comics we produce continue to be aimed at the wrong audience... the industry has slim hope of recovery, or even survival.
John Byrne, discussing the comic book industry (2005)