In the first post regarding variant covers, we outlined the current state of comics and (arguably) the problem with how Marvel treats variant covers in the modern age. How did the variant cover situation come to be? To understand the modern situation, we must look to the history of the industry. For the first 40 or so years of the comics industry, comic book stores were virtually non-existent. Comics were sold by newsstands, grocery/drug/convenience stores, and toy stores.

In the mid and late 60’s, specialty stores began to develop and flourish. While newsstands and drug stores provided a small and infrequent selection, specialty stores provided customers with a better, consistent selection of books provided by knowledgeable owners and staff who were comics fans themselves.