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It’s been quite a while since the last edition of The Retailer’s View, and there are several reasons for that. Almost all of them can be grouped under the heading “year one of a business is tricky as hell”, though a bit can be attributed to the emotional drop I encountered at the end of […]
A naive question:
What if a publisher launched a new title every month, instead of one big blast?
The publisher concentrates on promoting the new title, while maintaining some buzz from last month’s launch.
I don’t think that would be a sustainable model for the big two. Heck, Boom! does roughly 2-3 a month at a minimum. I honestly do like Marvel’s method – a cycle of “seasons”, like television, before tapering off, but they need to figure out a way to space out the end of one series and the start of the next to create a gap where people are champing at the bit to get what’s next.
I’ve pondered Torsten’s question too. Not necessarily for a big relaunch but for after that. In any given month, there must surely be a title that is worthy of cancellation and they could always have something on deck.
I know why they don’t – promotional dollars are more effective to use to sell multiple series rather than just one – but still, the most interesting thing about the solicits (to me anyway) is what is being cancelled and what new book(s) are coming out. I wouldn’t mind having that be something I could see every month.
@Torsten – this is without knowing the economics of the publishers, but it seems like the companies, at this point, have adapted to selling a few copies of a lot of books, and have allocated resources for staffing to meet that demand. If you staggered relaunches, I presume you’d run into the problem of having a lot of superfluous staff that you’re paying salary/benefits/etc for who are now suddenly doing a lot less work. Granted I’d be in favor of drastically reducing the number of titles published at both Marvel and DC, but I can see why if you’re Dan Didio, you’re not keen to suddenly have a bunch of workers sitting around or, on the flip side, to fire a bunch of people you probably rather like.
‘I maintain that the bulk of the titles in the DC You launch were exactly what the company needed to help diversify their line, but produced and marketed at the exact wrong time to have any kind of positive impact. ‘
Gotta love it , the hip internet crowd for years have been saying books arent selling due to lack of diversity, when they’re given diverse books and they flop they come up with all sorts of excuses.
I think a lot of your ideas for the relaunch is spot-on. But, like yourself, I doubt they will happen.
And what’s with Vertigo? The numbers for their last “offensive” have been depressingly low (and in most cases rightly so). So is the idea of having a non-superhero-line quasi-dead soon?
Well davebean, I’d actually give a good hard look at the wider industry and the kinds of books that are having success there. DC is woefully behind the curve on diversifying their line, and stumbled out of the gate with a myriad of poor marketing practices. It’s hard to succeed when you’re so hell bent on putting more bullets into your foot, even if you have the best of intensions.
I really loved Marvels double shipping policy in the 80’s (maybe only one or two years?), they double shipped the top titles in the summer. I was thrilled, but not burnt out, and I really anticipated it, since it was fun to read X-Men outside on a sunny day.