Following the poor performance with the 2011 Green Lantern film and comic sales, DC Comics rebooted its comic franchise with the New 52. After last year’s Flashpoint event, three universes consisting of the main DC Universe, Jim Lee’s Wildstorm, and Vertigo characters share a common world with younger characters.
For the first time digital copies of each comic was available on the same day as the physical release. Digital copies will be available at $1.99 after the first four weeks of release however $2.99 on the day of release. Collectability is definitely a factor with the physical release of each title while price and affordability is a factor for the digital release.
DC Comics really needed to rethink how to reintroduce their core characters and teams for a 21st century comic consumer. Writers need to prove themselves first before readers are willing to invest in them. If DC Comics is so confident with their current set of writers and artists then the first issue should have a digital copy available for free. This will allow comic consumers to taste of what each title represents in September as well as introduce readers to DC Comics digital model.
Personally the first issue should be available for free so consumers will be able to sample the writer and the artist of each title as well as attract new readers. The writers and artists are the primary focus on whether they will be capable of building their titles and characters. Established writers and artists have paid their dues and trust amongst comic readers.
Positive reinforcement keeps customers interested when you know your favorite book will be out the same time every month and consistent quality to bring back readers every month. Passion is the key to success so if the original creative team leaves after the first arc then it is not a good sign for the book’s long-term prospects. These books include Ron Marz on Voodoo and George Perez on Superman while other creators need a temporary break to catch up like Jim Lee on the Justice League.
Untested properties with unknown talent associated with them makes it hard for the comic to find an audience. DC Comics cancelled six of their weakest titles in April including Men of War, Mister Terrific, O.M.A.C., Hawk and Dove, Blackhawks, and Static Shock. However they are replaced with a Second Wave of the New 52 including Batman Incorporated, Earth 2, World’s Finest, Dial H, G.I. Combat, and the Ravagers. The cancelled titles were cannibalizing readership and taking up space on comic book shelves.
Comic retailers in January admitted the New 52 boosted the comic business by bringing new readers and old readers back to the hobby as well as transferring existing readers over to new titles. They also admitted most comics are back to the pre-September launch of the New 52 books however the current readers are loyal DC readers.
While DC launched the New 52 in September, Marvel Comics came back on top with higher dollar sales and market share by December. But only two Marvel books made it to the top ten (Avengers: X-Sanction and Defenders) and both were number one issues.
References
Devil Comics Entertainment http://www.devilcomics.com
DC Comics http://dccomics.com/dccomics/
NYC Graphic Novelists http://www.nycgraphicnovelists.com
Comic Alliance
Jim Shooter http://www.jimshooter.com
Comic Mix http://www.comicmix.com
The Hollywood Reporter http://www.hollywoodreporter.com
