“I think everyone has noticed that Marvel has started publishing a number of their books more than once a month. They’ve been ramping up on this for a while, and it’s something I’ve kind of shook my head at, because it’s a desperate ploy to gain marketshare that doesn’t promote sustainability on any level. It’s a cash grab, pure and simple, and when you couple that with the fact so many of their books are creeping up on $3.99, I shudder to think of the long-term effects.
“And I can hear you shaking your own head now. Okay, maybe I can’t hear you doing that, but I can imagine the chuckling: ‘Desperate? Marvel is the number one publisher in comics!’ – but I’ll stand by my words. When DC launched their new 52 last September, Marvel didn’t fight back with awesome. They fought back with the only real tool in their shed: more. They’re not increasing the frequency of their books out of generosity, they’re doing it to dominate the market. And in the absence of anything even resembling new, all we get is more.”
–Image Comics Publisher Eric Stephenson, discussing an email he received from a “prominent comic book retailer” about comic content, pricing and frequency. He goes on to talk about many of Marvel’s recent and upcoming event books, from Fear Itself to X-Men vs. Avengers, saying they are akin to a “bored child reaching into the toy box trying to find new ways to wring some meager enjoyment out of faded old playthings. The fun lasts for a little while, but you can only tell yourself something’s all-new and all-different so many times before those words ring hollow. Avengers vs. X-Men wasn’t a new idea when Marvel did it in 1987, and it’s not a new idea now.”
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