When Diamond Comics announced their plans for comic book stores having Tuesday delivery for comics that went on sale on Wednesday, here is what they said:
Please Note: The current industrywide Wednesday new release day will remain unchanged, and retailers who do not wish to use the new option may continue to receive their shipments on Wednesdays.
This new program went into effect last week.
Today, Diamond announces (here's CBR's story on it):
Due to the expected mass media attention scheduled for Tuesday, January 25th, Marvel is allowing retailers who have received copies of Fantastic Four #587 to make it available that day. No other new Marvel titles with an on-sale of 1/26/11 may be made available that day.
This unexpected opportunity is a result of both the new earlier shipping schedule and worldwide mass media coverage. Marvel cannot guarantee the secured press placement will hit on 1/25 (as other breaking news may bump it), though if it does, retailers who have received the issue may sell their copies. For retailers who don’t receive early shipments, or have customers calling in advance of the shipment arrival, Marvel encourages them to take down customer information and inform them when copies do arrive.
I am sure those retailers will be pleased to know that they can take customer information down.
I totally get why Marvel would want to do this, but boy does it put those non-early release retailers in a bind.