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Conklin discusses running The October Country, an independent comics specialty store in rural New Paltz, New York, drawing customers from up to forty miles away. He explains his philosophy of reading every new title so he can give honest recommendations — including actively discouraging purchases he considers poor value — and credits this transparency with building his loyal customer base. He criticizes Marvel for overextending Spider-Man titles and Secret Wars, praises Grimjack and Thriller, and argues that comics reviewers and publishers alike fail the medium by either panning experiments before they mature or flooding the market with celebrity-name tie-ins that neglect quality.