Comic Book Grading Companies... Just What Are They Thinking?

Brand awareness is important. Imagine if a company developed a product and no one really knew it existed. That happened years ago when bottled water sales were starting to get hot. Coors Beer decided to enter into the bottled water business with the release of Coors Rocky Sparkling Water. Many consumers did not end up purchasing their bottled water because of the name Coors. Some buyers incorrectly assumed the product contained alcohol because of the brand. Others did not even know Coors produced regular bottled water from the Rockies. The reason for consumer non interest was the company never really reached out to the people who actually purchased bottled water.

PSA is one of the premier graders and authenticators in the collectibles world. Their approval is the gold standard for cards and other collectibles. PSA formally entered the comic book grading world in July 2025. Collectors and investors rejoiced because this would be a battle between the king (CGC) and a newcomer (PSA) that had credibility and the financial resources to compete, if not match with the king. Finally, a true competition would exist in the world of comic book grading. The question is where does the comic book grading competition stand?

A careful review of the sale prices PSA books were getting was conducted by GoCollect's Don in late August. He reviewed several keys that have multiple sales to conduct his analysis. Don indicated that PSA was selling for close to what CGC books were in the market. The company's reputation grading collectibles made their slab comparable to CGC in perceived value. Fans would trust the new entry as an equal in grading comics based upon those initial sales. This was a good start for PSA in their entry to comic book grading, but GoCollect wanted to know more.

Collectors at the Motor City Comic Con are typical comic book buyers and sellers. This GoCollect reporter asked them what their views of PSA and comics were. Many were not aware that PSA was grading comic books. A very small segment of the consumer base that were aware of PSA comic book grading stated that they were still evaluating PSA. Many buyers stated that CGC, with all their issues, is an established commodity where you know what you get. PSA was an still an unknown commodity.

When pressed a few fans got more in depth. One buyer and member of CGC, who asked that his name was not revealed for fear of CGC blowback, indicated he does not like CGC but that PSA does not seem to be interested in comics. He said "...check out their website and you will find they do not even have a comic book category in their dealer directory." A review of that statement in early December revealed this to be true five months after the comic book grading launch. The interviewed hobbyist believed that if dealers are not on board why should he risk his money and take that leap of faith. The buyer felt unsatisfied with PSA because even if he wanted to change grading companies he did not feel comfortable doing so when PSA did not have a list of comic book vendors already lined up in their company database.

Another CGC book seller attending the show as a buyer said "...CGC is here. CBCS used to come but where is PSA? They only do card shows." He indicated maybe PSA sould have had a booth to show their slabs. That individual also wished that company representatives could have been available to talk to consumers and answer their questions. A quick check of PSA events and shows conducted when this article was written in late December revealed that in December 2025, January 2026, February 2206 and March 2026 not a single comic book convention or event was on their calendar. This is a slow time for comic book conventions but there was the Ohio Galaxycon in December 5-7 and a few regional shows that provided a great opportunity for PSA to get to meet the users of their services.

The comic book community needs another viable comic book grading company. This will force CGC to not rest on their past success. It will also keep the grading prices in check because of competition. Companies tend to overcharge and underperform when void of rival. Fans looked at PSA as a true competitor to CGC and are still willing to give them a chance. The sales prices of their graded products was illustrative of that fact. The problem is the initial interest and the goodwill of comic book hobbyists will only get you so far.

The problem for fans is that PSA seems yet to demonstrate that they really want to be in comic books. Offering a product line is not the same as investing in it. PSA can be a player in the comic book grading markets if they really get their name out there in the comic book community. GoCollect believes in their potential as a possible player in the marketplace and added them to the GoCollect sales database. The fact though is many buyers and sellers still are unaware that PSA grades comics even after their entry into comic book grading was announced. PSA is a proven company but facing the same lack of consumer awareness that Coors faced years earlier for it's product.

PSA should attend some regional shows and get the word out that they are actively interested in the comic book community. Attending card shows to promote comic book grading is not a viable path to introduce this service to the comic book collecting community. PSA needs to get to know their consumers. This means some PSA presence at comic book conventions. Their staff could conduct a free seminar at these events to educate comic fans of PSA comic book offerings. Also get their vendors and other dealers to show buyers and sellers their slabs. Tell people what goes into the PSA grading process that makes them different from CGC. The important thing that needs to be done is to keep the focus on comics and magazines.

Buyers and sellers want to deal with a company that appreciates them. Hobbyists will accept mistakes but not apathy. PSA is just getting started but if they implemented a few changes and really got their name and product out there who knows where it could lead. PSA's comic book grading story is only at the early stages but true comic book fans hope that soon we will have that Magic/Bird, Pepsi/Coca-Cola, and Apple/Android type of competition that will transform this hobby for the better. CGC needs the competition so it does not rest on it's laurels. PSA deserves a shot with its entry into comic book grading because of their proven track record with grading.

In the end though, it is that comic book fans will ultimately be the better for PSA entry into the comic book grading market.