[quote name='iluvmywife']
Good move by the industry to reach people that don't otherwise have any interest in comic books. Free comics = win.[/QUOTE]
Unfortunately, it doesn't generate into any new customers. In the 8 years we've been doing it, we'll get our regular customers coming in for free comics, which is cool, and a few kids who maybe have never read a comic, which is awesome. But for the most part it's just idiots looking for free shit. They don't care what it is, as long as it's free. They won't come back until next year when there is more free stuff, they're just there to grab whatever they can. Doesn't matter if they don't like it or will never read it, it's free so I'll take 4 of each.
I've actually had people come in and pick up all the free comics and say "What else is free?" and I'll say "You have all the free ones, but if you like those there's a bunch of others available for sale." and they'll get mad because it's "false advertising" and "all comics should be free if you call it 'Free Comic Book Day' ".
I've had people come in and say "I don't like comics, what else is free?" and I say "well, nothing. It's Free Comic Book Day" and they're like "Comics are stupid. Can I have free candy? Can I have free action figures?"
But I think the best was the mother and 2 daughters that came in every week for 2 months and picked up the free Archie comic from Free Comic Book Day a few years ago. See, we used to order extra copies so we would have more throughout the year and hopefully attract new readers.
After 8 weeks of the mother and 2 daughters coming in and taking the same exact free comic every week, the mother threw up her hands and said "We've been coming here for WEEKS. When are you going to get different FREE Archies!" So I explained to her the whole idea behind Free Comic Book Day, and how it was to attract new readers who would hopefully BUY the next issue, not come in every week and take another free copy of a comic they already have 8 of. I explained we had many comics for sale, and that Free Comic Book Day is a once a year treat. She never bought a single comic, just expected new free comics every week.
tl;dr: Comic shops actually pay for Free Comics.