Back in the day, DC Thomson’s comics were free of the names of those who wrote and drew the stories they contained. Children would be confused by the information, so the editors said, and be drawn out of the tales they were reading. More to the point, it meant that the writers and artists were anonymous, making it harder for them to build up a fanbase and use that as leverage to ask for more money, or be talent spotted by rival publishers.

This resentment of the people who wrote and drew the comics that the publishers made money from is a typical attitude of the industry, even today. Marvel and DC like to hook their readers onto characters, and the fact that they and the people chronicling their adventures are largely interchangeable means that creative talents can be switched from one title to another without much impact on sales. And as a system, it works. Particularly if you’re the publisher.

In the sixties, all that started to change when fans started to organise, and wrote to and hung out with the people who created their favourite comics. In turn, some of those fans went on to become a new generation of talent in the seventies working for those same publishers — often with not much more ambition than to follow in the footsteps of those they’d admired. Pop will indeed eat itself.

Fast forward to the 1980s. A band called Pop Will Eat Itself celebrated a comics writer whose capabilities were well in advance of his predecessors. Alan Moore knows the score, said the Poppies. Like them, he was a working class product of pop culture, who referenced high and low art in his work. (One of the Poppies, Clint Mansell, has gone on to become a celebrated film composer, collaborating with the Kronos Quartet for the soundtrack of Requiem for a Dream. Alan Moore’s recent work includes The League of Extraordinary Gentlemen, which imagines a world based on myriad fictional sources from Camus to Ian Fleming.)

Moore was, and arguably is, most known for Watchmen, his seminal collaboration with artist David Gibbons. It is a work of singular impressiveness, perhaps genius. There sure as hell wasn’t anything like it in comics before the 12 issue series appeared. And it’s appeared ever since, in a number of graphic novel editions, including the superduper paving slab sized one that I invested in the other year. Watchmen is also a truly lousy film, one which Moore had nothing to do with. And he’s taken that stand further, relinquishing his financial rights to the work he created for DC and passing it on to his artists, to give him more time to concentrate on projects that truly matter to him: Jerusalem, an epic novel charting the history of the world as seen from Northampton, and the internationally distributed fanzine Dodgem Logic.

And now DC are planning spin-offs of Watchmen. Prequels and sequels, but you can bet nothing else that equals the brilliance of the original. And DC know that. Which is why led by Paul Levitz they never made such a crass move. Now under Dan DiDio, that’s precisely what they’re doing. Making DiDio even more of a numpty than Simon Cowell, who believes the world wants and needs his banal music, and the preening wannabes who perform it.

Make no mistake: like the film Watchmen, anything that appears bearing that branding is going to be karaoke. Remember that phrase means ‘empty voice’. And sure as hell the comics shit out of DC’s sphincter will bear no more relationship to Alan Moore’s Watchmen than an Oasis tribute band does to The Beatles at their height. But people will buy them, and some of them will enjoy what they read, for the same reason that millions eat at McDonalds when actual burgers are available elsewhere. All of which is a reminder that, for the majority of publishers, the lowest common denominator is what it’s about — even if at least some of the creators signed up to them aspire to writing and drawing work of lasting worth.