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DC’s Price Drop

October 22nd, 2010 admin No comments

DC recently announced that as of January 2011, they will be implementing a drop in price to most of their comics. The price of the standard 32 page comic books will be dropping from $3.99 to $2.99. Marvel was the first to increase to the $3.99 price point, back in late 2008/early 2009 and DC eventually followed suit.

From The Press Release:

“Today’s announcement re-affirms DC Comics’ commitment to both our core fans and to comic book store retailers,” said Jim Lee, DC Comics Co-Publisher. “For the long term health of the industry, we are willing to take a financial risk so that readers who love our medium do not abandon the art form.”

“As Co-Publishers, we listened to our fans and to our partners in the retail community who told us that a $3.99 price point for 32 pages was too expensive. Fans were becoming increasingly reluctant to sample new titles and long term fans were beginning to abandon titles and characters that they’d collected for years.” said Dan DiDio, DC Comics Co-Publisher. “We needed a progressive pricing strategy that supports our existing business model and, more importantly, allows this creative industry to thrive for years to come. With the exceptions of oversized comic books, like annuals and specials, we are committed to a $2.99 price point.”

I for one am loving this move. As of late, DC has really been on the forefront of innovation in the world of comics. They have taken some pretty big chances lately and I really hope it pays off for them in the long run. The comic book market has shrunk in many respects towards a very small niche market. Overall sales have gone down, paling in comparison to numbers from the nineties.

Instead of looking for ways to bring in new readers, comic book publishers have continued to increase the price point for comics to keep their profits up. One would think that with the glut of comic based movies in the mainstream, comic sales would rise as well, but that hasn’t happened. Looking at the numbers from ICV2 overall sales have stayed pretty stagnant over the past ten years and have even been dropping a bit as of late.

I really hope this endeavor does bring in new readers as this lower price point is a great thing for fans and hopefully the market in general.

View the original article here

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