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DC Comics Kids and Archie Comics Make Advertising Pact

by  in Comic News Comment
DC Comics Kids and Archie Comics Make Advertising Pact

Official Press Release

NEW YORK, NY-DC Comics, the publisher of Batman, Superman, Scooby Doo,
Looney Tunes, The Teen Titans and other classic kids’ comic book titles,
announced today that Archie, Jughead and, Betty & Veronica will join its
advertising network of kids comics. With this deal, DC Comics will introduce
its new kids network to advertisers beginning with the January, 2005 on-sale
issues and will move to the top position in the youth print media market,
making it one of the most powerful media vehicle reaching kids today. With a
monthly rate base of 1.3 Million and an audience of over 5.6 million 6-11
year old boys & girls, according to Simmons Kids Research, DC’s new kids
network will move to the top spot, ahead of magazines like Nickelodeon
Magazine, National Geographic for Kids and Disney Adventures.

“We’re thrilled to welcome Archie’s comic titles to our already very popular
network of kids comics and give print buyers and marketers the ability to
shop at one place to reach the nation’s largest audience of loyal kid comic
book fans who read, re-read and collect their comics every month,” said
David McKillips, DC Comics’ Vice President of Advertising and Custom
Publishing. “With such loyalty combined with limited advertising inventory,
massive distribution and a unique vehicle where every page is read over and
over, our kids network is now one of the most powerful and efficient outlets
for marketers to reach kids today.”

For years, advertising in comics has been popular for many of the nation’s
largest ad buyers. Typical advertisers in DC’s youth-targeted comics
include video games, movies, packaged goods, gum, candy and, of course, toys
The projected open rate for a full-page advertisement in DC Comics’ 2005
Kids Group will be $36,478 with a CPM of $28.06; almost half that of its
magazine competitors.

“It was an easy decision for us to partner with DC Comics,” said Michael I.
Silberkleit, Chairman and Publisher at Archie. “DC is the comic book
category leader in selling advertising and promotions and we’re pleased to
combine our massive distribution and Archie’s popular comics with DC’s great
line-up of kids’ comic books and sales expertise.”

DC Comics will expand its advertising sales force, adding Newco Media
(Archie’s current Midwest and West Coast rep firm) to represent its sales
efforts in the Midwest and maintain its current agreement with The Berman
Group to cover the West Coast.

DC Comics will also add the responsibilities of representing the library of
Archie Comics’ characters and stories when selling its custom publishing
services. Another expanding area for DC Comics has been its growth in sales
and the number of projects produced within its custom publishing division.
Custom comics have been created for companies ranging from, most naturally,
video gaming and toy companies to others outside the industry like
pharmaceutical and energy companies and sports franchises.

“Custom comics have become more popular than ever for both sponsors and
readers,” adds McKillips. “For sponsors, the benefit of a custom comic is
that it can be created to appeal to any age, race, or gender, where readers
will buy into a entertaining marketing message without ever knowing that
they are on the receiving end of a sales message; for the readers, custom
comics offer an opportunity for fans to see their favorite characters in
entertaining storylines usually outside of their normal plotlines, thus
giving the comics a unique reading experience and fans another comic
collectable. Combining Archie’s cast of characters and story-telling
abilities with DC’s already impressive line-up of SuperHero and
Cartoon-inspired properties; now, there’s virtually no story we can’t create
for a custom publishing customer.”

“DC Comics has really done a great job in developing and selling custom
comics and special publications to a vast array of clients;” said
Silberkleit. “We’re confident that the marriage of Archie’s characters and
storylines with DC’s custom comic sales capabilities will prove to be a
winning combination for many clients interested in developing a custom
publishing program.”

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