Adventures in Ink officially opened on February 22, 2025, so it’s been a few months since the Leander, TX, comic shop celebrated its first anniversary, but owner Eli Roberts is no newcomer to the medium: He has been a devoted comics fan since middle school, when his grandparents started a pull list for him at a store near them. After over two decades in education and a short stint in digital marketing, he is enjoying both being his own boss and being surrounded by comics. Here’s a look at how he navigated his first year in comics retailing.
What sort of background did you have before you opened the store?
I earned a B.A. in Radio/TV/Film with a minor in English from Texas Tech University in Lubbock, Texas. However, I spent the next 22 years working in education. I taught Language Arts in middle school, mostly 7th grade, for 10 years. After leaving the classroom, I worked as a Secondary ELA Instructional Coach for Austin ISD for the next ten years. After COVID, I felt pretty burned out, and I left teaching to work in Digital Marketing. Unfortunately, my time as a digital marketer didn’t last very long because I was laid off in a round of layoffs. I briefly returned to the classroom and taught 11th grade English for a semester, but I discovered my heart wasn’t in it anymore, so I formally left the teaching world to start a comic book shop.
I’ve been a long-time comic book reader since middle school in the mid-1980s. Comic books were actually my gateway into literacy. As a kid, I wasn’t a prolific reader, and I struggled to find books that interested me or didn’t involve a dog, a pig, a spider, or something else dying at the end of the story. I happened to pick up some comics from a 7-11 one weekend while visiting my grandparents, and I absolutely devoured them. I asked for some extra money to buy more, and that sealed my fate. My grandparents held reading and books in very high esteem, so they started a pull list for me at a comic shop in Killeen, Texas, called Keep On Booking. They would go to the shop every few weeks, pick up the comics, and hold them till my next visit. Then, I’d spend the whole time reading comics. I continued reading and buying comics through high school, college, and into adulthood.
I had some retail experience working for Camelot Music (if anyone remembers them) from college. After finishing school, I worked at Barnes & Noble and Target for a time while pursuing my teacher certification. Surprisingly or not, I used many customer service strategies and techniques when teaching, working with students, and dealing with parents and administrators.
What was your biggest surprise during your first year?
My biggest surprise during the first year was how little publishers and distributors help market and promote their comics. Marvel and DC send me some cool posters to put up in my shop, but beyond that, I have to promote new comics, create content showing new titles are in stock, and make shelf talkers for comics and graphic novels. I enjoy doing those things, but major publishers like Marvel, DC, and Image could post on social media saying, “Make sure to pick up the latest chapter of Captain America or Absolute Batman at (and tag a comic shop).” Marvel and DC have millions of followers, yet they either don’t think about or aren’t willing to tag comic shops in their posts? DC recently held Superman Day. While I found their blog post about it, I couldn’t find a media kit or even a downloadable logo for the event. Maybe I was looking in the wrong place, but tagging local comic shops and offering a media kit for events, crossovers, new releases and similar items shouldn’t be a major undertaking. I’m just surprised that comic companies don’t put the same amount of effort into promoting their books as they do their movies or television shows.
What was the biggest challenge, and how did you deal with it?
The biggest challenge in starting the comic shop has been raising awareness about the shop and its offerings. To be honest, it’s still challenging. I’ve taken several steps to meet this challenge. I developed social media channels on Facebook, Instagram, Bluesky, YouTube, and TikTok. I try to post new content daily and have regular segments for engagement. I post a “Fresh Ink” video on Mondays that highlights two major releases for Wednesday. I do a Teaser Tuesday video which offers a broader look at more of the new comics available on Wednesdays. On New Comic Book Day, I produce a TOP 3 PICKS, and on Thursdays, I host a segment called “Throwback Thursday” where I feature an older comic series, like Tangent Comics or a character people may not know about. I also host several events during the month to help increase foot traffic to the shop: Friday Night Magic, Book Clubs, and Comic Swaps.
What do you like the best about running a comic store?
There are a couple of things that I really like about running a comic store. Firstly, I like the idea of controlling my own professional destiny. The success or failure of the comic shop rests squarely on my shoulders. I control my success or failure. I’m not at the mercy of a black box HR algorithm or a company’s stock price fluctuations.
Also, I have always been a huge fan of comic books. The best thing about owning a shop is getting to spread the word about comics to people. I enjoy talking with customers about new titles, making recommendations, seeing the new artwork and basically spreading the comic book gospel to new, old, and lapsed comic readers. I really see comics as an art form, like Jazz or the Blues and there’s so much more to it than just what’s on the page.
And, as corny as it may sound, I still find a lot of comfort and inspiration in superheroes.
Who do you reach out to for advice and expertise? Do you network with other retailers?
When I started my shop, I joined the Comics Pro organization. They have several online forums such as a Facebook group and a Discord server. I’ve found their advice and guidance to be invaluable. Through them, I’ve networked with other retailers, asked for advice, and gathered ideas for events. Many of them are industry veterans with decades more experience than I have, so their insights on ordering products, planning events, and dealing with the frustrations of owning a business have been invaluable.
What other products besides comics do you carry?
Other than comics, I carry a small selection of toys (new and vintage), TCGs like Magic: The Gathering and Pokémon,and a selection of board games and RPGs.
What advice do you have for other retailers who are just starting out?
My advice for retailers starting out is that the more work you do up front, the easier it’ll be getting up and running. Don’t wait to open your shop to start a Facebook or TikTok channel; start building your audience and consistently post content now. Don’t worry about production values or having fancy graphics, you can add that stuff later. People will be more interested in your authentic self, so don’t worry about messing up or “not getting it right”. Also, control your opening costs as much as possible. I purchased most of my fixtures and shelving from a closing Home Depot, saving a significant amount of money compared to buying everything new. Secondhand stores have furniture and equipment that you can purchase for less than what you’ll find online or at specialty stores. In Texas, the State of Texas Store sells old office equipment and furniture that can be upgraded as needed.
Bonus question: What do you like to read for fun – comics or otherwise?
I’m a Spider-Man guy, so I’m always picking up Spider-Man. Absolute Batman has been a crazy ride. I keep thinking there’s no way this should work, but for some reason the team behind it makes it work, and it’s been a blast. I’ve been really impressed with DC’s current output; they seem to be hitting all the right beats. Transformers has been a great ride, and it just keeps getting better and better with each issue. Geiger and Rook Exodus are a couple of my other favorites, and I really liked the first issue of Corpse Knight that came out this week. Outside of comics, I enjoy reading crime noir and detective novels and pirate novels. My favorite book is Treasure Island.
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