I’m receiving a number of queries as to my reaction to DC’s announcing of certain titles going up in price, including my two. And implicit in the question, sometimes spoken and sometimes not, is whether I’m going to offer to write those titles for close-to-free as I did with Marvel.
The answer is, no, of course not. The two situations are not analagous.
Look, I’m not stupid. Price increases are a part of the comics business. I used to sell the things for a living, remember. But there are significant differences between the two situations. First, the DC increase covers a larger group of titles, so I’m not feeling quite so singled out. Second, DC didn’t make the announcement by saying in effect, that they were raising the prices of three titles specifically to help them limp along for another year. Instead I perceive this as simply the first stage of what will likely be across-the-board price increases for the entirety of the line. I don’t have inside info on that; it’s just a guess. Third, I’ve made no bones about the fact that making the offer to Marvel was a means of getting “Captain Marvel” noticed. And it worked. And fourth, DC higher-ups simply don’t employ the same kind of over-the-top publicity tactics that Marvel does. By openly challenging Marvel, I was using the same PR-milking tools that current Marvel management uses. Sauce for the goose, as it were. There’s no point in going publicly nuclear on Paul Levitz because it’s an inconsistent reaction to his public demeanor; it’d be tantamount to kicking Johnny Carson in the nuts. As opposed to going mano a mano with Marvel management which is kind of like engaging in a steel cage match with Dennis Miller and Bill Maher.
“Proportionate response” is the watchphrase, young PADawans. In the cases of both YJ and Supergirl, I have major storylines coming up that ideally will overcome any hesitancy generated by the price increase.
However, I think we’re going to have to face facts: The 22 page pamphlet-style of comics is a terminal format. Who the hëll would want to pay $3 for a 22 page comic? It’s insane. Sooner or later, I think companies are going to have to bite the bullet and collapse several titles together into $3.50 perfect bound titles on slicker paper with stiff covers, 32 or 48 pages, and *that* will be the regular format. Just my opinion, I could be wrong.
PAD





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