People of all ages purchase comic books. The usual range is between ages 5 and 17, but more adults buy them than you think. The adults that buy them are collectors, purchasing comics to hopefully make some profit later. Advertising on comics comes in many forms. From within other comics, to multimedia events. Something I have seen a lot of recently is advertising on the Internet. .
Most Common Type of Business.
The most common type of business is corporations. Big companies like Marvel, DC, and Image comics rule the business. Yet, there is also a market for sole proprietorships. Though sole proprietorships are shipped and released nationally, they find their way into local comic shops and the collector scene. Partnerships do occur, but not a merger. Partnerships take place when crossovers are made. Crossovers are when one character from one "universe" meets another superhero or character from another. An example is the DC vs. Marvel series from a few years ago. This put DC characters, such as Batman and Superman, against their competitive rival Marvel Comics" characters, such as the Incredible Hulk and Spider- Man. DC vs. Marvel was the answer to every fanboy's questions regarding which comic giant would win in a fight.
Market Structure.
Although true comic fans will not admit it, the industry is an oligopoly. Heavy hitters like DC, Marvel, and Image rule over other companies and publishers. In my own honest opinion, I believe DC survives on novelty and familiarity alone. Nearly every person you ask will know who the Penguin and The Joker are. Marvel's characters are not as recognizable as DC, but make up for it in better storylines and more intriguing characters. Ex-Marvel and DC artists and writers founded Image Comics. They gained their notoriety through Todd McFarlane, the man who revolutionized Spider-Man for Marvel and created Spawn. This proved to be popular with fans because of McFarlane's intricate attention to detail.
