page_title: Carol Kalish
section_title: Career
hierarchical_section_title: Carol Kalish / Career
caption_attribution_description: Carol Kalish, on the Women In Comics panel at the 1982 San Diego Comic Con (today called Comic-Con International). depicted person: Carol Kalish (age: 27) NOTE: Permission granted to copy, publish, broadcast or post any of my photos, but please credit "photo by Alan Light" if you can. Thanks
context_page_description: Carol Kalish was an American writer, editor, comic book retailer, and sales manager. She worked as Direct Sales Manager and Vice President of New Product Development at Marvel Comics from 1981 to 1991. She is credited with pioneering the American comics direct market when it was in its adolescence, in part through a program wherein Marvel helped pay for comic book stores to acquire cash registers. She was the winner of an Inkpot Award in 1991, and in 2010 was posthumously awarded the first ComicsPRO Industry Appreciation Award, beating nominees such as Will Eisner, Julius Schwartz and Phil Seuling.
context_section_description: Kalish worked as a comic book retailer and wholesaler. Kalish's first work in circulation was two years as circulation manager on the science fiction publication Galileo, which folded in early 1980. This led to a dual position with Hal Schuster's New Media/Irjax: assistant editor on a line of comic books with New Media Publishing, and, with her partner Richard Howell, running the Schuster-owned Boston-area distributor Solar Spice and Liquors (named after a fictional corporation created by science fiction writer Poul Anderson).
  In 1981, she began working at Marvel, having been hired by Ed Shukin, Marvel’s Vice President in charge of sales. She was known as Marvel's "Mistress of Propaganda," and "discovered" Alex Ross and Peter David, who worked with Kalish as Assistant Sale Manager in Marvel Comics' Sales Department, along with Sandy Schechter.
  Beginning in the mid-1980s, Kalish spearheaded the expansion of the Marvel's distribution into theretofore unexplored retail outlets, including major bookstores such as B. Daltons and Waldenbooks.
  Kalish also conducted numerous trips to comic book shops during the course of her work and on her vacation time, during which she would offer advice to retailers on how to improve their stores. During these visits, Kalish consistently observed the absence of cash registers on the part of retailers, and was inspired to originate Marvel's cash register program, with which the company would subsidize, at bulk cost, registers for retailers, which is credited with positively affecting the level of professionalism of the direct market.
  According to a March 2010 piece by retailer and Comic Book Resources columnist Brian Hibbs: 
  Once upon a time Marvel, under Carol's DM sales team, was the most DM-friendly publisher. The cash register program, rack credits via the IADD, effective and scrupulous solicitations, these were all things that happened under Carol's watch. In fact, I'll still always remember being 16 years old, working at another person's store, and Carol was in town for a vacation, and she took the time to come in and make a half-dozen practical and direct suggestions as to how that store could be made better; not specifically for Marvel, but just a better store in general. That was a powerful memory for me, and the lessons that Carol taught us have stuck with me all of these years later. I thought, "that's how I want to be when I grow up", and I am, frankly, personally embarrassed that current Marvel management isn't willing to live up to her legacy, and engage the people who sell their comics for them, and represent them to the buying public.
  Kalish also set the official Marvel direct sales policy regarding retailer orders of back issue stock, emphasizing to retailers that they should order only what they could sell within a month’s time, and not order additional copies intended solely for back stock, as this would merely tie up their money. Although this was considered "heresy" at the time, Kalish advised retailers that was far wiser to keep capital available for the flow of new comics coming into stores.
  It was during Kalish's tenure in Marvel Sales that copies of the company's adaptation of the 1983 film Return of the Jedi was discovered by actor Mark Hamill on sale a month prior to the release of the film. After Hamill alerted Lucasfilm, Marvel, according to Kalish, swiftly recalled the book off the stands. Though none of the three people in the Sales Department were fired over the incident, it resulted in premature revelation of the secrets of the film's plot.
  During the last year or so of her life, Kalish developed a line of religious books, Civil War comics, and "greeting card" comics to expand Marvel's market. She was also preparing to leave Marvel to start her own publishing firm.
caption: Carol Kalish, on a Women In Comics panel in 1982.
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