Alternate Reality

Alternate Reality opened in August 1994 in Chicago's Mount Greenwood neighborhood, first at 107th and Pulaski; the owner's roots in comic retail go back to the late 1970s and the old Comicbook Emporium. The shop is now on West 111th Street on the Far Southwest Side.

From the start the store built its model on everyday discounting, launching with 15% off all new comics. Advance orders from the monthly Previews catalog are discounted through its Sale-O-Rama, with savings of up to 40% off list price on some items. Weekly promotions include kids' comics savings on Sundays and a Thursday ladies' day sale.

The website posts a weekly shipping list and checklist for New Comic Wednesday, along with comic reviews.