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Trouble with Comics, Marvel and DC Price Changes: Retailer Response #5

Marvel and DC Price Changes: Retailer Response #5

Marvel and DC Comics have announced that they are reducing the price of many of their titles from $3.99 to $2.99. I asked a number of comics retailers for their thoughts on the change, set to take effect in January of 2011. The following thoughts are from Christopher Butcher of The Beguiling in Toronto, Ontario.

In addition to what Peter Birkmoe offered, I’d say I’m probably going to increase our order numbers by 10%-20% across the board on DC’s ongoing series at the new price points, at least for the first two issues. I am anticipating a good measure of interest and curiosity in the price drop, but it’s really going to come down to the quality of the work to see if that consumer interest is maintained down the road.

It’s also interesting to note that the price drop is coming in January, historically the slowest month of the year for sales. I imagine that some retailers are going to see a combination of lower sales during that month, and a lower per-unit profit. Not a good match.

Thanks to Christopher Butcher for taking the time to talk with Trouble with Comics about this issue.

— Alan David Doane

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