Rod Lamberti of Rodman Comics of Ankeny, Iowa, writes weekly for Bleeding Cool. Find previous columns here. And it's time to write about change. At times comic books have a unique form of storytelling. Comic books have been around for decades. Comic book continuity is a comic publisher's attempt to link various stories told by the publisher together. Some people love comic book continuity; some do not. Why do comic book publishers use continuity? It is a great way to try to increase sales with crossovers. King in Black is the latest Marvel crossover. People may say one does not have to read each issue of a crossover, though let us be honest. Marvel wants sales. Marvel wants as many people as possible to buy every issue of a crossover, as does each publisher that has crossovers. Publishers use continuity to try to increase sales.