Superman Was Almost a Marvel

Jim Shooter: SUPERMAN – First Marvel Issue!:

Sometime in February, 1984, my secretary (it was okay to say “secretary” in those days) the wonderful Lynn Cohen told me that Bill Sarnoff was on the phone. Not his secretary, Bill Sarnoff himself, holding for me.

Great Scott!

Bill Sarnoff was the Big Cheese, I forget his exact title, of the publishing arm of Warner Communications. Among the operations under his purview was DC Comics.

Bill introduced himself, as if that was necessary. What he wanted to talk about was licensing the publishing rights for all DC characters to Marvel Comics.

Holy hegemony, Billman!

Bill said, more or less, that Marvel seemed to be able to turn a substantial profit on publishing comics, as opposed to DC, which consistently lost money, a lot of money, and had for a long time. On the other hand, LCA (Licensing Corporation of America), Warner’s licensing arm did very well with the DC properties, while Marvel “didn’t seem to do much licensing.”

I guess the few million a year we made from licensing, mostly from Spider-Man, seemed paltry to him, what with the fortune that just their big four, Superman, Batman, Robin and Wonder Woman brought in.

I told him I thought Marvel would be very interested, and that I would discuss it with Marvel’s President, Jim Galton.

So, I did. I told Galton about my conversation with Sarnoff. Galton said he’d give Sarnoff a call.

The next day, I went upstairs, poked my head into Galton’s office and asked whether he’d called Sarnoff and, if so, how that went?

Galton said he told Sarnoff we weren’t interested.

I was stunned. Why not?!

Galton said—and this is prima facie evidence of the fact that he missed Comic Books 101 in publishing school—since DC books weren’t selling, “those characters must not be any good.”

Great Krypton!