New York, October 7, 2010– Beginning January 2011, DC Comics will implement a line-wide pricing adjustment, lowering the prices of all standard length 32-page ongoing comic book titles currently priced at $3.99 to $2.99, it was announced today by DC Comics Co-Publishers Jim Lee and Dan DiDio.
“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.”
When taking into account mini-series, annuals and specials, more than 80% of DC’s comic books will be priced at $2.99.
As of January, the following titles standard length ongoing titles, previously priced at $3.99 for 32 pages/22 story pages, will be priced at $2.99 with 32 pages/20 story pages:
American Vampire;
Batman: The Dark Knight;
Batman Incorporated;
Green Lantern: Emerald Warriors;
JSA All-Stars.
As of January, the following licensed titles, previously priced at $3.99, will be priced at $2.99:
Gears of War;
God of War;
Kane & Lynch;
Ratchet & Clank.
As of January, the following ongoing titles previously priced at $3.99 for 40 pages/30 story pages including co-features, will no longer include co-features and will be priced at $2.99 for 32 pages/ 20 story pages:
Action Comics;
Adventure Comics;
Batman: Streets of Gotham;
Detective Comics;
Doc Savage;
Justice League of America;
Legion of Super-Heroes;
The Spirit.
In January, five books are $3.99 for 40 pages/30 story pages:
Batman: Europa # 1
First Wave # 6
DCU: Legacies # 9
Weird Worlds # 1
World of Warcraft: Curse of the Worgen
The following oversized anniversary issue will be $4.99 for 48 pages/38 story pages:
Hellblazer # 275
“Fans of our co-features should stay tuned. Some of these characters will find a new platform,” said Dan DiDio. “Going forward, mini-series and special events may feature a different price point and page count to best allow writers and artists the flexibility of format and story pages they need to tell their stories best.”
Replies
I'm glad First Wave will be keeping its page count, though I suspect the last issue won't show its face in January. ;)
Travis Herrick said:
I don't know if there's a vast psychological difference between $3.25 and $3.99. Intellectually, it's 74 cents difference -- but psychologically, $2.99 is a buck cheaper than $3.99, and $3.25 might be seen not so much as "cheaper than $3.99" as "still a bit more expensive that $2.99." Going back to the original price is better PR.
Joe Q said not long ago that reducing the cost of a comic would entail lower quality paper and printing, which would in turn put the finest writers and artists off doing work for them on the regular books. (But I'm sure Joe Q says lots of things.)
It looks like DC has blinked first.
Travis Herrick said:
It's the same mentality that has them charge $2.99 instead of $3.00. The "2" is what catches the consumer, not the 99 pennies after it. People generally think instantly that $2.99 is a better bargain than $3.XX because the dollar place holder is one smaller.
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