DC Comics Adjusts Prices For Most Books
On Thursday, DC Comics confirmed to Newsarama that they will be raising the prices on books. The new price will be $3.99 for all books in the main DC Universe line of comics. This also includes the biweekly books that until this point were $2.99. The price remains $3.99 for all monthly titles. However, the New Age Of Heroes titles, such as Damage, and children’s comics will remain unaffected by this new policy.
This comes on the heels of the announcement that DC Comics would be pulling codes from monthly titles as well. These moves have been pretty unpopular with fans. Already, on sites such as Bleeding Cool, fans are threatening to cull their lists as they react to what they term to be a greedy move for more profit. Given that there was no press release about the price raise or the removal of the codes, people’s hackles are up. This is potentially a public relations disaster for DC Comics.
Greed Or Factoring In Costs?
However, other fans are willing to give them the benefit of a doubt. Some commentators pointed out the stories are high quality. Others have pointed out that it’s still expensive to print comics. Even after paying the talent, the company must pay the printer. In addition, Diamond gets paid to distribute the comics. As Diamond is the only game in town, they charge whatever they want. Given the bi-weekly shipping, the raise in price might be to offset costs.
A Risky Gamble
DC is probably also eyeing rival Marvel’s success in sales. Marvel has had $3.99 as their base price for years, with comics soaring to $6 regularly. DC thinks its product could rival Marvel’s at the same price. Given the critical reception of most DC books of late, that is a possibility. However, it is risky. Marvel corners the market not just because of their higher price. Marvel also offers more titles in a month than any of their competitors do. By having higher prices and more books on the stand, Marvel easily makes a killing. DC will be publishing more books starting this summer, but this is on top of recent cancellations such as Batwoman.
Given the poor public relations response to this, DC have put themselves in a precarious position. Only time will tell if this gamble pays off.
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