“Event Marketing” ultimately conditioned the majority of consumers to not want books that weren’t part of events, weren’t part of the “core continuity.” The over-proliferation of line expansions (seriously who wants eleven different “Thor” comics solicited to ship in a single month? Thor, historically, can barely support a single title) did the same….The thing is: this is a self-inflicted wound. Event marketing, line expansions, overproduction of minis and new #1s, price increases — these were all things that publishers chose to do in order to make as much money as they could. There’s nothing wrong with that, per se — we live in a system of capitalism, and capitalism demands greater profits. But we’ve systematically made what seemed like sound short-term decisions that largely gutted the long-term market for most of the product within it. Ooops!…We have to strip lines down, hard, to just the brilliant shiny heart of it all and have the message be, “Yeah, we’re publishing half of what we used to, but, damn, if we published any more awesome stuff that you just can’t wait to get the next issue of, we’d all explode!”
—Retailer and CBR columnist Brian Hibbs, arguing that the proliferation of comics about the same characters has been a disaster and publishers need to radically cut back.
[Reader Question:] Do you think less having titles would be workable? Would having e.g. Batman in only one (or at most two) title be a high-enough seller in the long term (due to not diluting the franchise) to offset the loss of sales from multiple books?
[Tom Brevoort:] No, not at all. Every time this sort of thing has been tried in the past, the results have been the same. For the most part, multiple titles featuring the same character(s) don’t cannibalize sales from one another, nor do the sales aggregate when you eliminate the other books.
—Marvel Senior V.P. – Executive Editor Tom Brevoort, arguing that radically cutting back would be a disaster and the proliferation of comics about the same characters is just fine.
One of these men is wrong. But who?