Anime is a Niche

[http://farm3.static.flickr.com/2690/4429872637_6f2b58c12d_m.jpg|240x208px|ANIME NY by andybrannan on Flickr]

Historically--and I'm starting from the 1960's--anime has been a niche market in America. Even after Robotech and Akira grew American anime fandom into an actual market, the few companies publishing anime (and manga) in America were either tiny companies of less than 50 employees, or tiny imprints of large companies like Dark Horse.

Then, along came the anime boom of the late 1990's. Pokemon, Dragon Ball Z, and Gundam Wing became close to household names. Mainstream media wrote and talked about anime and manga.

In contrast, the past half-decade or so has seen a serious decline in sales. Why?

The boom was a blip.

Many markets see occasional booms, like the fantasy adventure boom of the 1930's (featuring Flash Gordon and the like) and the horror boom of the 1980's (and the mini-boom after the release of Scream). Both have returned to their niche status.

The same is happening to anime and manga in America now. Far from the "death of the anime industry," this is a natural re-balancing of the market.

Anime is likely never going to appeal to the mass market in America. Do you really think your parents will go to the movies to see Gundam or Macross or Haruhi Suzumiya? Even younger adults haven't embraced anime, besides watching a few episodes here and there.

And that's okay. Anime companies have to find their market again, and find sustainable business models that support them.