AHHHHHHHH!!!
I have to stop you!
I am sorry to interject but the comparison you make between film critics and comic critics just slays my journalistic soul. I’m a copy editor for two fairly well-known comic “review” sites, I know many others, and the comics media landscape is a subject I am highly familiarized with (and can be referred to in my earlier posts here). I feel it is prudent to elucidate some very important things about the people who “review comics professionally" and what goes into their content, as I have the impression that few people here have a very sophisticated understanding.
The vast, vast, VAST majority of what are you referring to as "professionally written comic reviews" are not written by “professionals” in the sense one commonly thinks. Allow me to explain by way of contrast: film critics who write for noteworthy publications have certain expertise in film production and especially the history of filmmaking. They draw from a significant body of knowledge and regularly reference both contemporary and older, obscure films. Sometimes their work is informed through academia. The majority are college-educated and earnest in the opinions they publish. They are given wide latitude in their work. They maintain a strong presence in print media and often work in benefitted positions and earn a salary.
By contrast, the majority of comic book review sites including CBR, The Beat, denofgeeks, Multiversity, Bleeding cool, set a very low bar for those who wish to contribute. Sites have over a thousand people on their contributor list which is why these sites generate content what seems like 24 hours a day. Often the minimum requirement is that you have decent writing skill and possess a “working knowledge” of the genre. Contributors are not paid salaries, and there is no experience or even expertise required in most cases. Take Multiversity or AIPT for an example: you can literally go to their site right now, fill out a short webform including a 500 word writing sample of your choosing, and boom – after a few days you’re on the contributor list. You can now truthfully call yourself a “professional comic critic” and “journalist.” On some sites, the writing sample is not even required.
So that’s what it takes to
become a “professional reviewer.” Now I will explain how you
operate as one. CBR and most other sites have a pretty standard process: content managers devise “pitches” which you can think of as suggestions for articles and reviews. These range from “10 reasons Batman is Better than Superman” to “A Critical Review of Blue Beetle #13” and are offered to their
kennel of contributors through an open pool. Fulfilling these pitches is how you are paid, and they are given to contributors on a first come, first serve basis without respect to subject familiarity. If you take the pitch, you are expected to figure it out on your own. The editors check all references for accuracy, ensure required key topics were touched on, and then send back for revisions. Multiple back-and-forth rounds with your editor is frowned upon. That is the standard model. On it’s own, you may not think it is very problematic. However, you would be wrong.
Here is the first problem: there are so many contributors that pitches are taken as quickly as they are dropped by people who watch the pool like a hawk. As a result, contributors are desperate to take any pitch they can get before the vultures swoop in. Critics routinely take review pitches for comics they know nothing about or are have no interest in. In their eyes, it is better get the pitch now and research it later. Very often, people take pitches while even disagreeing with the pitch’s main idea/argument or hating the content.
Here is the second problem: the pay for being a contributor is so dismal that every review you write is motivated by the page views, resulting in a grotesque bias. That is because of the way you are paid. Sites like CBR pay contributors a flat rate for content + “PPV” which is what it sounds like: additional pay based on page views. It is a very, very low amount of money. Last I heard, CBR paid $20 for a single review plus like 50-60 cents for every thousand page views. It’s just dismal pay for hours of time and effort, and this holds true on most every site.
Because of this embarrassment of a pay structure, contributors desperate for views mainly express opinions that they believe viewers wish to read rather than objective, honest ones. If a contributor is unsure what is safe to put out there, they will look at slightly older reviews of a title and go with what was popular. The general rule is “go with the flow.” Giving honest, impassioned critical reviews is a luxury almost no one has. Sometimes it’s not even acceptable. Heroes in Crisis is the crowning example. Praising that was a no-no on virtually most sites, regardless of what contributors personally believed. Editorial teams stepped in for that, because they didn’t want to incur the notoriously toxic wrath of Wally West acolytes who for some reason or other tend to write hate mail and threats. That sounds like a pretty awful generalization, but it is one that is steeped in historical truth.
Just think about that every time you read an online comic review.
That being said, there are still
some high quality comics review sites out there, such as AV club. These sites are fewer in number, existing more on the side of print or paywalled online publications, but some are still free. And while some sites do employ a handful of in-house staff writers, those are not the ones writing single-issue reviews on Tuesdays. That is because they have larger scope projects.
Anyway, that’s the comic books online media landscape in its depressing nutshell. Sadly, some would call it an exploitative and dishonest. Just keeping it real. I don't have any strong opinions on this threads main topic but felt I had to respond to this all this talk of "critical, professional reviews." I don’t want people to harbor illusions about what they are reading and who is writing it. They are not written by "professionals" in the common sense of the word. They are written by people who often have no credentials. They do not "do it for a living" because there isn't enough money to be made. Many end up feeling misled. There is
some value in their work: the objective information relating to universe history, character references, timelines tend to be accurate… but the opinions and interpretations in these "critical reviews" are very often predetermined and not earnest in their conviction. They are not written by experts. Often they are not even fans of the material. Sad but true. I personally would not hold their opinions in a special regard over any other rando.
Okay. Carry on.