Modern Myths

Managing partner Jim Crocker works to make sure his shop defies the stereotype ("that's not necessarily untrue") of the dingy, cramped comic book shop run by someone who's more an enthusiastic fan than a professional bookseller. Northampton shoppers have high expectations, which he strives to meet, offering a clean, comfortable store with a wide range of products including new and used comics, graphic novels and games and a children's section. Modern Myths' customer base includes hardcore fans, gift givers seeking help shopping for the fans in their lives, and newbies drawn in by the latest Hollywood superhero movie; the store also has more female customers than most comic book stores, Crocker says.